A sample of 1452 adult respondents in the United States was drawn using a highly respected commercial Internet-based service provider. The 85-question survey addressed issues related to anti-consumption behavior among consumers. The instrument incorporated four quality control checks designed to identify inattentive respondents and cleanse the resultant data set. These quality control (QC) checks were a uniform identifier (where one specific response should result), an instructional manipulation check. A common knowledge question, and a time check. A total of 514 (35.4%) respondents failed at least one of the four QC checks with nine respondents failing all four. Comparisons of inattentive respondents to those who passed all four QC checks consistently identified statistically significant differences on each of the metrics used to determine the potential impact of inattentive respondents. These results indicate that inattentiveness does not produce “random noise” as some authors have stated; rather the inattentive respondents “create both random and systematic measurement error which impacts estimates of the reliability and validity” of the metrics used to assess various consumer phenomena. The results of this study are important, not only in projects designed to help marketers, but also for research in other fields where accuracy is of paramount importance.

使用备受推崇的商业互联网服务提供商抽取了 1452 名美国成年受访者的样本。这项包含 85 个问题的调查解决了与消费者反消费行为相关的问题。该仪器包含四项质量控制检查，旨在识别粗心的受访者并清理所得数据集。这些质量控制（QC）检查是一个统一的标识符（应产生一个特定的响应），一种指导性操作检查。一个常识问题和一个时间检查。共有 514 名受访者 (35.4%) 至少未能通过四项质量控制检查中的一项，其中 9 名受访者未能全部四项检查。将不专心的受访者与通过所有四项质量控制检查的受访者进行比较，一致发现在用于确定不专心的受访者的潜在影响的每个指标上存在统计显着差异。这些结果表明，注意力不集中不会产生一些作者所说的“随机噪音”；相反，不专心的受访者“造成了随机和系统的测量误差，影响了用于评估各种消费者现象的指标的可靠性和有效性的估计”。这项研究的结果很重要，不仅对于旨在帮助营销人员的项目，而且对于准确性至关重要的其他领域的研究也很重要。这些结果表明，注意力不集中不会产生一些作者所说的“随机噪音”；相反，不专心的受访者“造成了随机和系统的测量误差，影响了用于评估各种消费者现象的指标的可靠性和有效性的估计”。这项研究的结果很重要，不仅对于旨在帮助营销人员的项目，而且对于准确性至关重要的其他领域的研究也很重要。这些结果表明，注意力不集中不会产生一些作者所说的“随机噪音”；相反，不专心的受访者“造成了随机和系统的测量误差，影响了用于评估各种消费者现象的指标的可靠性和有效性的估计”。这项研究的结果很重要，不仅对于旨在帮助营销人员的项目，而且对于准确性至关重要的其他领域的研究也很重要。