Data quality assurance begins before data collection and never ends: What marketing researchers absolutely need to remember

Zachary Moore, Dana E. Harrison, and Joe Hair

Data quality has become an area of increasing concern in marketing research. Methods of collecting data, types of data analyzed, and data analytics techniques have changed substantially in recent years.

Introduction

Data has long been recognized as a key marketing resource (e.g., Glazer, 1991; Jaworski & Kohli, 1993). As data availability has exploded, much of it a result of digital technology, and organizations have increasingly become inundated with vast amounts of this resource. While increased data availability has many positive outcomes, it can likewise create financial, time, and task completion burdens. For example, less than 5% of companies' data satisfied acceptable quality standards (Nagle et al., 2017). As a result, experts estimate as much as 80% of project costs are often directed just toward data cleaning to convert it to...

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