Careful selection of an online survey sample provider is critical, as it can impact data quality, data integrity, and, ultimately, study results. If data quality checks fail (and all responses are included), the results can be adversely affected and far less accurate than a survey sample selection process that has conducted rigorous checks.

Ideally, data integrity should be addressed even before the data is collected, and transparent and objective evaluation of the panel and all panel partners is the first step in building industry-wide criteria aimed at ensuring that survey data collected can be trusted.