Respondent inaccuracy

Reliance on self-report survey data is pervasive across social science disciplines; therefore, understanding the accuracy, or inaccuracy, of such data is important.

Respondent Inaccuracy

Arch G. WoodsideandElizabeth J. WilsonBoston College

 

Much of the knowledge base in marketing (and in the social sciences in general) is built on findings from self-report surveys, a research practice of questionable value according...