True Lies in Online Research: How to Determine Accuracy in Web Surveys

Boris Toma, University of Mannheim, Germany
Daniel Heinrich, University of Mannheim, Germany
Hans H. Bauer, University of Mannheim, Germany
We introduce effective mechanisms to identify inaccurate response behavior in web surveys. In contrast to present research, these mechanisms focus on respondents’ behavior and motivation and can be impelemented in future studies. Finally, we show that respondents from virtual communities give most accurate answers compared to panel and email acquisition.
[ to cite ]:
Boris Toma, Daniel Heinrich, and Hans H. Bauer (2011) ,"True Lies in Online Research: How to Determine Accuracy in Web Surveys", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.