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Data quality impacting survey results

Rachel Wheeler Archive
Complex and difficult to understand questions are creating data quality issues in online surveys, US marketers may be interested to learn.

New research conducted by the University of Deusto in Bilbao and the University of Vienna has found that rushing through long or difficult questions in online surveys harms data quality more than any other type of respondent behaviour.

Drawing conclusions from the study, the paper recommended that individuals utilizing online surveys limit questions to one per page and keep them as simple as possible, the Research website reported.

Furthermore, the researchers said that introductory texts should be kept to a minimum and questions that require calculations or other difficult tasks should be avoided completely.

A recent study sponsored by SAP's Sybase has highlighted the financial benefits of good data quality to an organization.

IT Business Edge blogger Loraine Lawson has drawn attention to research which found that a ten per cent improvement in areas, including data quality, can translate to a significant boost to finances.

Posted by Richard Jones