Businesses that maintain good levels of data quality will find that they are able to gain a greater insight into customer behavior.
Setting out best practice guidelines for surveys on the ClickZ website, Neil Mason, director of analytical consulting at Foviance, has warned that it is important to keep a close eye on any information collected.
"Survey data is great, but it needs to be handled with care. All data has bias and error in it and survey data is no exception," he explained.
He went on to note that to gain a better insight into what the results of a particular survey mean, businesses should compare and contrast them against various demographics including gender, age and usage.
"Surveys are a great source of insight, but make sure that you make the most of them by getting good quality inputs," Mr Mason added.
Meanwhile, industry commentator Bridget Mintz Testa recently claimed that data quality issues can be addressed as part of an effective information governance strategy.
Posted by Paul Newman