How do we know that the “right” users are answering the questionnaire? What happens if the users answering the questionnaire are not entirely typical?
You never know exactly who is answering. It may be possible that the only people who respond are those who enjoy filling out questionnaires… Or those who love the site… Or those who hate it. The presumption is that with a large sample, the various possibilities mentioned above (and others) will cancel each other out. In practice, we find that this is not a problem. In tests we have found that the results obtained from representative users who have answered WAMMI in controlled conditions compare very well with those received from visitors to the site who fill in wammi. Should you site be subject to an attack then various techniques in the data collection and analysis process ensure that if people fill in the questionnaire many times (e.g. to generate a positive or negative result) then such data is filtered out. Naturally we cannot give 100 percent guarantees, but we are confident that the various measures we can take result in good quality data.
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