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

Author

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  • Zhifeng Gao
  • Lisa A. House
  • Jing Xie

Abstract

type="main" xml:lang="fr"> Le recours aux enquêtes en ligne pour caractériser les préférences des consommateurs gagne en popularité en raison de ses nombreux avantages. Les recherches antérieures se sont principalement limitées à comparer les enquêtes en ligne et les autres types d'enquêtes. Peu se sont penchées sur l'utilisation d'outils susceptibles d'améliorer la qualité des données recueillies lors d'enquêtes en ligne destinées à évaluer le consentement à payer des consommateurs. Dans le présent article, nous analysons l'impact lié à l'utilisation d'une méthode comprenant une question de validation dans laquelle on demandait aux répondants de choisir une réponse en particulier pour améliorer la qualité des données d'enquête en ligne dans six pays. Les résultats de notre étude montrent que la qualité des données d'enquête est un problème courant dans les pays à l'étude et que la gravité du problème varie considérablement d'un pays à l'autre. Le fait d'inclure des questions de validation permettrait de déceler les répondants qui sont moins consciencieux lorsqu'ils répondent à des questions d'enquête et qui, par conséquent, fournissent des réponses plus ou moins fiables. Selon notre étude, les modèles économétriques qui utilisent les données de répondants qui ont répondu correctement aux questions de validation donnent de meilleurs résultats que les modèles qui utilisent les données de répondants qui n'y ont pas répondu correctement; l'écart entre les estimations du consentement à payer des deux groupes de répondants varie considérablement. En règle générale, les estimations du consentement à payer des répondants qui ont répondu correctement aux questions de validation présentent de plus faibles variances que celles pour l'ensemble des répondants et pour ceux qui n'ont pas répondu correctement aux questions de validation.

Suggested Citation

  • Zhifeng Gao & Lisa A. House & Jing Xie, 2016. "Online Survey Data Quality and Its Implication for Willingness-to-Pay: A Cross-Country Comparison," Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 64(2), pages 199-221, June.
    • Handle: RePEc:bla:canjag:v:64:y:2016:i:2:p:199-221
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