Researchers have voiced concerns about the quality of responses coming from Chinese respondents. Concerns about data quality, respondent integrity and representivity have been questioned; in particular, an apparent and sometimes abundantly obvious over-claim of brand usage.
Possible causes for these errors have been attributed to translational inaccuracies, aspirational answers, avoidance of negative and satisficing – the respondent is possibly answering the researcher by telling what they would like, not what they have.
In this complementary webinar from SSI, Eric Gu, General Manager, China and Pete Cape, Director, Global Knowledge aim to:
- Identify if there are actual data quality issues
- Understand what extent question design can impact the perceived over-claim
- Provide advice on designing questions to produce reliable and comparable data