Modeling Crowdsourcing Platforms - A Use-Case Driven Approach

Computer systems have replaced human work-force in many parts of everyday life, but there still exists a large number of tasks that cannot be automated, yet. This also includes tasks, which we consider to be rather simple like the categorization of image content or subjective ratings. Traditionally, these tasks have been completed by designated employees or outsourced to specialized companies. However, recently the crowdsourcing paradigm is more and more applied to complete such human-labor intensive tasks. Crowdsourcing aims at leveraging the huge number of Internet users all around the globe, which form a potentially highly available, low-cost, and easy accessible work-force. To enable the distribution of work on a global scale, new web-based services emerged, so called crowdsourcing platforms, that act as mediator between employers posting tasks and workers completing tasks. However, the crowdsourcing approach, especially the large anonymous worker crowd, results in two types of challenges. On the one hand, there are technical challenges like the dimensioning of crowdsourcing platform infrastructure or the interconnection of crowdsourcing platforms and machine clouds to build hybrid services. On the other hand, there are conceptual challenges like identifying reliable workers or migrating traditional off-line work to the crowdsourcing environment. To tackle these challenges, this monograph analyzes and models current crowdsourcing systems to optimize crowdsourcing workflows and the underlying infrastructure. First, a categorization of crowdsourcing tasks and platforms is developed to derive generalizable properties. Based on this categorization and an exemplary analysis of a commercial crowdsourcing platform, models for different aspects of crowdsourcing platforms and crowdsourcing mechanisms are developed. A special focus is put on quality assurance mechanisms for crowdsourcing tasks, where the models are used to assess the suitability and costs of existing approaches for different types of tasks. Further, a novel quality assurance mechanism solely based on user-interactions is proposed and its feasibility is shown. The findings from the analysis of existing platforms, the derived models, and the developed quality assurance mechanisms are finally used to derive best practices for two crowdsourcing use-cases, crowdsourcing-based network measurements and crowdsourcing-based subjective user studies. These two exemplary use-cases cover aspects typical for a large range of crowdsourcing tasks and illustrated the potential benefits, but also resulting challenges when using crowdsourcing. With the ongoing digitalization and globalization of the labor markets, the crowdsourcing paradigm is expected to gain even more importance in the next years. This is already evident in the currently new emerging fields of crowdsourcing, like enterprise crowdsourcing or mobile crowdsourcing. The models developed in the monograph enable platform providers to optimize their current systems and employers to optimize their workflows to increase their commercial success. Moreover, the results help to improve the general understanding of crowdsourcing systems, a key for identifying necessary adaptions and future improvements.