Comment by eckmLJE

Sure, they could be lazy in a lot of ways in how they execute this survey leading to unreliable results -- indeed, fielding it through something like qualtrics could be said to be "lazier" than attempting to solicit and engage readers of your own individual site. It would be pretty hard and expensive to get enough responses yourself for even a lazy, low-quality result, vs. the at-scale offerings of a vendor.