Is It Too Much to Ask? The Role of Question Difficulty in Survey Response Accuracy for Measures of Online Behavior
Abstract:
While market research capabilities of online panels have never been greater, the challenges facing these panels in many ways are just as great. Over the past few years, online panels that recruit members using nonprobability/opt-in based methods have come under increased scrutiny and criticism over data quality concerns such as respondent identity and increased satisficing. These concerns have drawn attention to the heart of the issue, which is: the accuracy or truthfulness of data provided by opt-in panel respondents. This issue is of utmost importance given the recently established link between opt-in panel sample and poor survey data quality (see Yeager et. al. 2011). Read more