Click on the PDF link for the complete article.
Reliance on self-report survey data is pervasive across social science disciplines; therefore, understanding the accuracy, or inaccuracy, of such data is important. We identify forms of inaccuracy in survey responses (e.g., telescoping, projecting, and omitting) and determine the extent to which the various forms of inaccuracy occur. We present evidence from an empirical study designed to measure the correspondence of self-reports and actual purchase for consumers in a high-involvement buying context. Comparing the self-report data with each respondent's actual buying history information in the cooperating firm's database indicates that consumers' failing to report purchases actually made and false reporting of purchases not made may be considerable in self-administered buying surveys.
- © Copyright Advertising Research Foundation 2002