ADVERTISEMENT FEATURE13 November 2023
Combating fraud
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ADVERTISEMENT FEATURE13 November 2023
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Data quality will differentiate agencies and suppliers. By Judith Staig
Declining data quality in online research is the industry’s worst-kept secret. Most researchers are aware that it is increasingly difficult to ensure data quality, with the central question being: “When you recruit somebody, how do you know who they really are, whether they have answered honestly, or that they are even human at all?”
This goes beyond problems that are easy to fix, such as removing speeders and flatliners – people rushing through surveys without really considering the answers. More complex and insidious issues include automated bots set up to answer surveys at scale and professional respondents – people who understand how surveys work and want to game the system.
Simon Glanville, managing director at Ronin, says: “We are getting hit with individuals trying to access a study multiple times, break encrypted links, or set up an automated response. We have had instances of all of these and been able to identify them, but we can’t be complacent.”
From the perspective of ...
1 Comment
Finn Raben
2 weeks ago
This is a topic which re-surfaces with disappointing regularity, demonstrating that our sector is unwilling to address the issue, and thus implicitly accepts declining quality!! BUT - imho I do not believe this is solely due to incentives. I believe it is a much broader problem of (poor) engagement, which starts with the very first time a person receives an invitation to join a panel - let alone an invitation to participate in a survey! I have regularly posted on this topic in the past year (https://www.linkedin.com/posts/finn-raben_mrx-marketresearch-jargonbuster-activity-7128383211985887232-VGzP?utm_source=share&utm_medium=member_desktop) - and I think its time for us to take a good look in the mirror - our reputation as a sector depends on it.
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