A Quantum Leap for The Research Industry: Using data science to revolutionise surveys

This paper proposes a new roster of techniques from data science to 'revolutionise' surveys, and provide a way of delivering completeness to data by ascribing missing survey responses.

A Quantum Leap for The Research Industry: Using data science to revolutionise surveys

Martin Dimov, Steve Wigmore

Introduction

Respondents are critical to any market research. Without the data they provide there can be no learnings, no testing of hypotheses and no understanding of what drives people to make a purchase or make any other kind of decision.

When we are conducting research, it stands to reason that we want the respondents who have completed our survey to consider the questions that we are asking and provide an honest and considered response. On the whole, respondents are not rewarded particularly well...

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