Survey Accuracy as a Function of Usage Rate

Michael Y. Hu, Rex S. Toh, Eunkyu Lee

Research output: Contribution to journalArticle

11 Scopus citations

Abstract

Using a large-scale AT&T database, we decompose usage levels into frequency and duration, and then investigate how they affect survey response accuracy. Results show that more accurate surveys are obtained from those in the high frequency group (possibly because of the increased use of the more accurate rate-based method of recall and higher degrees of regularity), and from those in the longer duration group (possibly because of increased involvement). We therefore suggest that the survey method is less suited for light users because of higher error, and that alternative methods such as diaries might be more appropriate. We also found similarly consistent results with respect to self-perception of usage rate and the accuracy of survey recall.

Original languageEnglish (US)
Pages (from-to)335-348
Number of pages14
JournalMarketing Letters
Volume11
Issue number4
DOIs
StatePublished - Jan 1 2000

Keywords

  • Survey accuracy
  • Usage rate

ASJC Scopus subject areas

  • Business and International Management
  • Economics and Econometrics
  • Marketing

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