Ensuring data integrity for business decisions - an in-depth analysis of the components that affect data quality

David Day, Ralph Risk, Jenny Koo and Birgi Martin

While 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 data integrity and importantly the ability to make reliable business decisions based on the data collected.

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...

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