Ensuring data integrity for business decisions – an in-depth analysis of the components that affect data quality
David Day, Ralph Risk and Jenny KooLightspeed Research, United Kingdom
Birgi MartinLightspeed Research, United States
PREFACE
The use of online research through online access panels has increased dramatically. Today, online research is widely accepted as a sound method to evaluate, understand, and examine public opinion for diverse purposes. However, while using online panels can reduce the cost and time it takes to undertake research, there is often little understanding of how the quality of the panel affects...