Abstract
This manuscript aims to raise awareness of the need for Sensory & Consumer Science professionals to be more diligent about data quality control when conducting consumer surveys and experiments online. This aim is achieved by i) summarising recent research on data quality by Jaeger and Cardello (2022) and Castura et al. (2023), ii) contributing to a broader understanding of data quality, and iii) recommending a more systematic adoption of practices aimed to enhance data quality in online consumer research. Various suggestions are put forward to support Sensory & Consumer Science professionals who wish to pay greater attention to the quality of online data collection. We advocate for making online consumer data quality an integral part of the research process to improve the validity and reliability of research outcomes, ultimately benefiting the final users, including science, industry, and policymakers.
Daniele Asioli
Associate Professor in Agri-Food Economics and Marketing
Department of Land, Environment, Agriculture and Forestry
My main interests deal with agrifood marketing, behavioural economics, consumer research methods, economics of food, food policy, new food product development, new technologies, and multivariate statistical data analysis.