The Impact of Digital Fingerprinting and Identity Verification on Data Quality: Duplication Detection Is Not a Perfect Science

Melanie Courtright and Kartik Pashupati of Research Now investigate the effectiveness of machine identification - i.e.

The Impact of Digital Fingerprinting and Identity Verification on Data Quality: Duplication Detection Is Not a Perfect Science

Melanie Courtright and Kartik Pashupati

Research Now

INTRODUCTION

The Advertising Research Foundation’s groundbreaking Foundations of Quality 2 research initiative (FoQ 2), launched in 2010, is designed around six individual initiatives that study new questions about the quality of online samples and how new sampling methodologies and technologieshave evolved.

The latest initiative focused on the impact of identity verification (and exclusions based on non-verification) on response quality. Researchers explored the efficacy of using machine-identification techniques (i.e.,digital...

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