Work · Applied Data Analysis
Online Data Quality
In 2008, the Advertising Research Foundation embarked on an initiative to understand the factors that affect data quality in online survey research. We were chosen as its primary analytic partner.
The engagement
The situation
The ARF’s charge was to determine the extent of the variability across a large group of well-known marketing research firms that provide online research sample.
What we did
We analyzed a study involving 17 marketing research firms and over 75,000 interviews, executed one month apart to determine test-retest reliability, in 15-minute and 30-minute versions to determine fatigue and positional effects.
What we found
Panels from the major firms do vary on key evaluative and diagnostic measures. Survey enjoyment correlates highly with engagement. And monetary incentives are not the primary motivator: respondents want to have their opinions heard.
The cornerstone upon which these industries have been built is data quality.
We were privileged to be the primary analyst on both Foundations of Quality 1.0 and the 2013 Foundations of Quality 2.0 initiative, which focused on the effects of sampling on data quality.