Abstract
ABSTRACT The purpose of this conceptual article is to document major threats to online survey data quality through the lens of current practices in the marketing research industry. The Fair Framework categorizes threats ranging from respondent misbehavior to criminal activity in the form of survey fraud. Real examples provide evidence of threats by individual humans as well as serious weaknesses undermining the research supply chain infrastructure, especially regarding sampling. This paper offers academic and practitioner researchers detailed knowledge and actionable insights to effectively combat data quality threats and support the development of robust, reliable, and ethical marketing research practices.
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