Data Quality: How Important is It?


These days, online data for market research is widely available and easily accessible. But scrutiny is catching up with ubiquity, and some in the industry have expressed concern that problems are lurking in our datasets. This focus on data quality is well worthwhile – caveat emptor is as relevant as ever in the Internet age, especially when important business decisions are riding on the results. Fortunately, some good news is emerging from these inquiries. While possible threats to the quality of online data must be taken seriously, many conditions are actually benign, while others can be mitigated with modest effort. For researchers seeking guidance and reassurance, here are the answers to five important questions about data quality.

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