Comparing In-Person,Sona, and Mechanical Turk Measurements of Three Prejudice-Relevant Constructs

Electronic data collection and participant pool management tools give researchers new ways to conduct research. The current study investigated the equivalency of in-person and online administrations of the Right-Wing Authoritarianism, Social Dominance Orientation, and Modern Racism scales across three modalities (administration in person, online through Sona Systems, and online through Mechanical Turk). Results indicate that in-person administration was largely equivalent to the randomly assigned online sample (Sona Systems) in terms of their intercorrelations, mean scores, variability, and reliability. However, the Sona sample consistently responded with strong attitudes for all measures, suggesting that social desirability may be decreased when completing these measures online. In addition, the Mechanical Turk sample differed in many ways from both in-person and Sona administration; although this nonequivalence is at least partially explained by sample demographic differences, other considerations may have exacerbated nonequivalence, including prior exposure to the measures and a desire to respond correctly.