Data hygiene using respondent validation
Renee Smith and Nallan SureshKantar and SurveyMonkey
Introduction
As the world's largest companies work to grow at 6%-8% rates, the importance to them of understanding consumers of all backgrounds, income levels, and life stages has increased. As a result, there is heightened interest in understanding purchasing and consumption among some of the market research industry's harder-to-reach populations (lower income, day laborers, etc.).
Previous research has shown the original TrueSample identity validation process involving a name and address match to an external database was classifying a higher percentage of lower income, renters, young...