Evaluating data quality in reports of sales in a retail establishment survey

Kristen Olson, Xiaoyu Lin and Timothy Banks

This paper examines failure to use records in sales reporting across about 12,000 store owners participating in a retail measurement panel in a Southeast Asian country.
Olson, Lin and Banks

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...

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