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An Analysis of the Quality of Internet Life Insurance Advice

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This article analyzes the quality of the life insurance recommendations generated by Internet Web sites. The quality of a Web site's recommendations is measured by comparing how closely the recommendations match two benchmarks chosen by the authors. The authors submitted four relatively simple scenarios to 48 Web sites offering advice on how much insurance is appropriate in given circumstances. The article presents several statistical measures of the wide variation in advice offered by these Web sites, and it suggests several explanations for this variation. Statistically, the Web site recommendations differed from the authors’ chosen benchmarks, but did not differ by the type of organization maintaining the Web site.

Document Type: Research Article


Publication date: 2002-09-01

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