It's common for businesses to rely on self-reported survey respondents—people who claim they've made certain purchases in the past—when conducting market research. However, that approach may lead to flawed data and incorrect conclusions.

That's according to a recent comparison of different sampling methodologies conducted by 84.51° Media.

An infographic (below) covers key findings from the study.

It looks at the quality of survey results for self-reported respondents compared with behaviorally-verified respondents (those whose purchases have been confirmed with transaction data).

Check out the infographic:


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The Perils of Relying on Self-Reported Survey Respondents [Infographic]

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image of Ayaz Nanji

Ayaz Nanji is a writer, editor, and a content strategist. He is a co-founder of ICW Media and a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji