Dimensions of online survey data quality: What really matters?

This paper is an examination of the relative impact of survey design, panel quality and cross-cultural behaviour on the accuracy of data when conducting international online survey research.

Dimensions of online survey data quality: What really matters?

Jon Puleston and Mitch EggersGMI (Global Market Insite), UK and USA

Introduction

This paper is an examination of the relative impact of survey design, panel quality, and cross-cultural behavior on the accuracy of data when conducting international online survey research. We study all three of these general influences on data quality using seven specific quality improvement techniques in 15 different countries.

Over the past few years a great deal of research has been independently conducted to understand the impact on data integrity of panel quality, survey engagement techniques,...

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