Introduction
While self-administered questionnaires (SaQ) can facilitate convenient and inexpensive data collection from large, diverse, and representative respondent samples, there are numerous concerns over various aspects of the response quality such instruments produce (Barnette, 1999). Specifically, self-reports from inattentive (Fleischer et al., 2015), non-serious (Aust et al., 2013), or mischievous respondents (Hyman & Sierra, 2012) lead to responses that are of poor quality that potentially bias statistical findings, which in turn lead to poor quality analysis and subsequent business decisions (Smith et al., 2016).
Traditionally, the purveyor of the relationship between survey instrument and respondents were professional marketers employed within...
