There is pressure to make surveys ‘ecologically valid’, in that they should reflect the environment in which the behavior occurred. We argue this is the case for some, but not for all, survey work.
There is fairly widespread belief that many of our purchase decisions are done in ‘system 1’ and that the tools of the market research industry are ‘system 2’. But does this really hold up to close scrutiny?
The best-seller book ‘Everyone Lies’ offers a fairly beak view of surveys. But is the case being overstated?