But then again, the people who do market research already know that. And how to correct for it. That's their job. And that job was no different in decades past when they had to decipher how many of those customers who made their product wishes known down at the bottom of all of those mail-in warranty registration cards were also serious about what they wrote. Nothing new here.
More information, whether it be raw or corrected, is always better than less information. Especially when it's essentially free for the taking.