Evaluating data quality in reports of sales in a retail establishment survey
Kristen Olson
University of Nebraska-Lincoln
Xiaoyu Lin and Timothy Banks
Data Science, Nielsen
Introduction
Market research into which products consumers buy at individual retail outlets where consumers exchange money for goods (that is, retail establishments) requires understanding what products are at which stores at any given time, their prices, and the sales of each product (Dhar, Hoch & Kumar 2001; Ailawadi & Keller 2004). In developed countries this information is easily obtained from electronic records (e.g. point of sale and inventory control...