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Using surveytainment to counter declining survey data quality

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  • Kostyk, Alena
  • Zhou, Wenkai
  • Hyman, Michael R.

Abstract

One continuing problem for survey researchers is self-reports submitted by inattentive, disengaged, or mischievous respondents. Embedding entertainment-based interruptions—surveytainment—into a questionnaire may improve data quality. After proposing affect regulation and process interruption as the theoretical basis for surveytainment's efficacy, findings from four associated empirical studies are summarized. Collectively, these results suggest survey researchers consider adding surveytainment elements to their questionnaires. In closing, conclusions and implications for future research are discussed.

Suggested Citation

  • Kostyk, Alena & Zhou, Wenkai & Hyman, Michael R., 2019. "Using surveytainment to counter declining survey data quality," Journal of Business Research, Elsevier, vol. 95(C), pages 211-219.
    • Handle: RePEc:eee:jbrese:v:95:y:2019:i:c:p:211-219
    DOI: 10.1016/j.jbusres.2018.10.024
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    References listed on IDEAS

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    1. Vecchio, Riccardo & Caso, Gerarda & Cembalo, Luigi & Borrello, Massimiliano, 2020. "Is respondents’ inattention in online surveys a major issue for research?," Economia agro-alimentare / Food Economy, Italian Society of Agri-food Economics/Società Italiana di Economia Agro-Alimentare (SIEA), vol. 22(1), March.
    2. Riccardo Vecchio & Gerarda Caso & Luigi Cembalo & Massimiliano Borrello, 2020. "Is respondents? inattention in online surveys a major issue for research?," Economia agro-alimentare, FrancoAngeli Editore, vol. 22(1), pages 1-18.
    3. Takumi Kato & Taro Miura, 2021. "The impact of questionnaire length on the accuracy rate of online surveys," Journal of Marketing Analytics, Palgrave Macmillan, vol. 9(2), pages 83-98, June.

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