Survey is a very useful tool marketers use to obtain information from consumers. We all have participated in surveys, sometimes in printed form and sometimes online. We mentioned that participants tend to overestimate their likelihood of purchasing a new product when answering that question on a survey and we need to take this into consideration when we use it for forecasting purposes.
Recall your experiences in answering survey questions. What other inaccurate information we as consumers tend to provide in a survey and how this inaccurate information may affect marketing decision-making.