Online Survey Data Quality and Its Implication for Willingness-to-Pay: A Cross-Country Comparison

Abstract

Using online surveys to elicit consumer preference is gaining popularity because of several advantages offered by this method. Past research mainly focuses on the comparison between online surveys and other survey modes. Few have explored methods of using online survey tools to improve data quality for consumer willingness-to-pay (WTP) estimates. This article determines the impact of using a validation question (VQ) approach that asked survey respondents to select a particular answer on improving online survey data quality across six countries. Results show that survey data quality is a common problem in online surveys across countries and the severity of this problem differs significantly. Using VQs might detect the respondents who are less careful in answering survey questions, thus providing less reliable answers. The econometric models for respondents who correctly answer VQs (pass VQs) perform significantly better than the models for respondents who incorrectly answer VQs (fail VQs). The WTP estimates for respondents who pass and fail VQs differ significantly; and in general the WTP estimates for respondents passing VQs have smaller variances than those for all respondents and for respondents failing VQs.