Survey quality concerns: representativeness and response rates in marketing research

This is the authors' abstract. We don't add key points for this paper.

The purpose of the current research was to examine representativeness-related factors and response rate reporting to better define quality in a survey sample. We accomplished this by collecting secondary data from top-tier marketing journals published over a 15-year period. Based on this longitudinal approach, our results challenge the practice of using response rates as a single gauge of survey quality. This work provides clarification in marketing research on how to determine the quality of inferences from samples to relevant populations. Implications for using representativeness in determining survey quality are discussed, and recommendations are offered to future researchers.