Antecedents of survey response bias in business‐to‐business services

Using a large‐scale database of a major business services company, self‐reported usage volume data were compared with actual usage volume. Several business‐related factors were then examined in relation to the survey response bias. Survey response bias was found to be lower for clients that use the services more extensively, had been in business for a longer period of time, and have smaller number of employees. Survey response bias was also found to be lower when the level of involvement with the service (lower level of management in this study) was greater. Such response bias information would be useful for managers when making sales forecasts or market share estimations using survey responses.

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