To track or not to track: examining perceptions of online tracking for information behavior research

Makhortykh, Mykola; Urman, Aleksandra; Gil-Lopez, Teresa; Ulloa, Roberto (2021). To track or not to track: examining perceptions of online tracking for information behavior research. Internet research, ahead-of-print(ahead-of-print), pp. 1-20. Emerald 10.1108/INTR-01-2021-0074

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Purpose: This study investigates perceptions of the use of online tracking, a passive data collection method relying on the automated recording of participant actions on desktop and mobile devices, for studying information behavior. It scrutinizes folk theories of tracking, the concerns tracking raises among the potential participants and design mechanisms that can be used to alleviate these concerns.

Design/methodology/approach: This study uses focus groups composed of university students (n = 13) to conduct an in-depth investigation of tracking perceptions in the context of information behavior research. Each focus group addresses three thematic blocks: (1) views on online tracking as a research technique, (2) concerns that influence participants' willingness to be tracked and (3) design mechanisms via which tracking-related concerns can be alleviated. To facilitate the discussion, each focus group combines open questions with card-sorting tasks. The results are analyzed using a combination of deductive content analysis and constant comparison analysis, with the main coding categories corresponding to the thematic blocks listed above.

Findings: The study finds that perceptions of tracking are influenced by recent data-related scandals (e.g. Cambridge Analytica), which have amplified negative attitudes toward tracking, which is viewed as a surveillance tool used by corporations and governments. This study also confirms the contextual nature of tracking-related concerns, which vary depending on the activities and content that are tracked. In terms of mechanisms used to address these concerns, this study highlights the importance of transparency-based mechanisms, particularly explanations dealing with the aims and methods of data collection, followed by privacy- and control-based mechanisms.

Originality/value: The study conducts a detailed examination of tracking perceptions and discusses how this research method can be used to increase engagement and empower participants involved in information behavior research.

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