Google Opinion Rewards

The validity of results produced is a major concern regarding online surveys. Google Surveys have been designed on a "quick, inexpensive surveying" model compared to traditional interview or paper methods.[4] However, this quick and efficient method to increase the sample size raises the concern of validity, as people are perceived to not pay attention when partaking in an online survey. This is known as 'inattentive response behavior', 'satisficing behavior' or 'careless responding'.[5][19]

In addition to the suspected satisficing and forging of data for financial reward, surveyors have been critical of the program's 'random' sampling methodology or rather the lack thereof.[19] Online surveys attract surveyees from a "highly selective subgroup of the general population" whereby all respondents have a specific 'similar' demographic, economic status, values and habits, which can affect the randomization of participants selected within the sample.[19] As noted by social scientist Helen Ball, "It is not easy to use random sampling techniques with online surveys as there is no systematic way to collect a traditional probability sample of the general population using the internet"[20]

To overcome these issues, Google has introduced measures to enhance survey credibility and reliability.[21]

Addressing the concern regarding participants attentiveness, Google has introduced 'Attention checks' to deter careless responding behavior and forging of data. Google tests attentiveness by asking specific questions to ensure the surveyee is paying attention when taking surveys. Such questions include asking the surveyee to choose a specific choice from the multiple choices offered to ensure the question is read. If such questions are answered incorrectly the users account will be flagged and the user will receive fewer surveys. This action has increased researchers' confidence in the quality of their results and the "internal validity of the research."[22]

Furthermore, the simple, "fast and easy" design adopted by Google for the online surveys has been recognised by economists Riccardo Vecchio, Gerarda Casoa, Luigi Cembaloa and Massimiliano Borrelloa as an effective display to ensure questions are understood and answered correctly, further enhancing the reliability of the results. They state, "After beginning a survey, Google Opinion Rewards presents only one question to the user at a time, and they are only presented with the next question when they have answered the one presented to them. The presentation of each question is plain to ensure minimal misinterpretation of individuals in the user base."[5]

Privacy and security of surveyee information are of concern as Google Opinion Rewards collects information about the surveyee including their name, age and location in addition to the information provided in their responses. [23] While Google has been criticized for collecting data of users such as with their Screenwise Meter,[24] people are generally aware that Google collects data, which Google claims is for the purpose of improving their services,[25] however, users are worried their data would be sold to and accessed by other parties which may use the data for nefarious purposes or even spamming and targeted advertising.[26]

While adding this information online provides a form of transparency, contention remains as the extensive list of 'Data Linked To You' contains private information considered highly intrusive. Furthermore, users also remain unsure what 'broad terms' like 'other' data mean to their privacy, which falls under data that is linked to the user. Such data is collected and shared with the market researcher despite the user being uncertain about what it entails. It is for this reason that paid online surveys are often seen or perceived as a trade-off whereby, those surveyed trade their privacy for a reward.[26]

While Google clearly states its privacy policy, it has not disclosed the security measures in place to protect the app users' data that has been collected as it may contain private information that is highly demanded. Therefore, the security is especially of concern due to the information being stored online, which is susceptible to being intercepted or accessed by cyber criminals during a cyberattack.[26]