By the Numbers: Data quality past, present and future
When I first started out in the market research industry in the late 1990s we collected all of our data using pencil-and-paper surveys, which were packaged in large boxes and mailed out to our executive interviewers. They were used to collect data for high-level financial consulting which was used to rate institutional investors, plan sponsors […]
Data fraud: A threat to Market Research
There’s an episode of “The Office,” season 5, called “Customer Survey” where Jim and Dwight are shocked to learn of their poor customer satisfaction ratings. They later learn that Kelly tampered with the results to get revenge on them for missing her party. Like many episodes of “The Office” the farcical plot is hilarious. Unfortunately, […]