Gütesiegel in der Markt-, Medien- und Sozialforschung

The objective of this study is to examine the effect of data protection-specific quality seals on trust, willingness to participate and voluntary submission of data in web surveys. In this regard, it makes their commercial benefit transparent in the context of German market, media and social research. As in this market there are primarily small and medium-sized research organisations, the study gives special consideration to their economic concerns. Overall, it addresses a new field of research due to the sector’s special connection to German market, media and social research. Against this background, it considers the subject’s conceptual and theoretical foundations, which exist for the use of quality seals in e-commerce, in a new light. In this regard, this work’s special feature is that it deals with the voluntary submission of personal data based on intrinsically motivated factors.