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Data quality is 'important to research'

'Clean' data is more cost-efficient and technologically advantageous to research, according to industry commentator Suhale Kapoor, who made the statements in an article for the Financial Express.

Better data quality also allows for faster turnaround times and instant online monitoring, which Mr Kapoor asserted allows researchers to "drastically shorten the overall field time".

He added: "By using the internet, combined with the use of cleaning/intelligent algorithms to screen out bad data, researchers have the ability to determine ideal time-spend for each survey section and remove respondents who spent less than the ideal time on any section."

Earlier this month, Experian QAS UK managing director Stuart Johnson remarked that data quality is key to successful direct marketing strategies.

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