Response satisficing and data quality in marketing: measurement and effects of satisficing on objective knowledge, experimental results, and replicability of findings

While crowdsourced data are often used in marketing research, there remain concerns about the validity of data sourced from crowdsourcing platforms such as Amazon's Mechanical Turk (MTurk). Across two studies using different data sources and respondent screening strategies, this research examines how an explicit measure of participant response satisficing can adversely impact theory-driven research findings and the applied conclusions drawn. Findings demonstrate that respondent satisficing level and the degree of its effects are a significant threat to the integrity and validity of marketing and consumer research. Implications are offered concerning managerial decisions, tests of theory, and consumer research and well-being.