Want complete consumer data, but ethically sourced?
In the marketing research industry, there is a lot of debate regarding how to best measure the quality of online survey data. Multiple checks are typically employed to identify potentially suspicious behavior or poor-quality data. Verbatim responses to open-ended questions are often included among the checks to remove respondents from data sets. Yet, some respondents are less inclined to provide robust answers to open-ended questions. Does that mean they are unengaged or “bad” respondents and that their data is not valid?
Given the importance of data quality, DISQO conducted research to better understand the implications of using open-ended questions in conjunction with other quality checks. The research helps determine which respondents are of concern and provides guidelines to identify them.