Will behavioural and ‘big’ data replace or complement survey data (Miller, 2017; Sturgis & Luff, 2020)? Seemingly, the answer is the latter. Recent studies suggest no decline in consumer survey usage (Sturgis & Luff, 2020). Unlike behavioural and ‘big’ data, the enduring benefits of survey...

Self-administered questionnaires permit relatively quick and inexpensive data collection from large, diverse, and representative respondent samples However, many marketing scholars have scrutinized and then questioned the quality of survey data derived in this way. One ongoing issue is...