Fast and furious � � or much ado about nothing? sub-optimal respondent behavior and data quality.

• Autores: Randall K. Thomas, William A. Cook, Gian Fulgoni, Don Gloeckler, George H. Terhanian
• Localización: Journal of Advertising Research, ISSN 0021-8499, Vol. 54, Nº 1, 2014, págs. 17-31
• Idioma: inglés
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• Resumen

  • The article examines marketing and advertising research methodology. The issue of low quality responses by participants in Internet surveys is examined, particularly how sampling and respondent motivation and respondent comprehension of questions affect the accuracy of surveys. Survey satisficing, when respondents provide insufficient answers to complete a survey as their energy or attention fades, is discussed. The likelihood that most sub-optimal responses are the result of poorly designed questionnaires is examined.