Why are leading brands uniting through CASE to disrupt the status quo of data quality?
Check out this lively panel discussion at IIeX Forward from June 2020. Our panelists included Michael Lancor, Director, Consumer Fundamentals & Insights at Procter & Gamble, Will Neafsey, Consumer Insights
& Analytics Manager at Ford Motor Company, Charles Guilbeau, VP of Consumer and Shopper Understanding at Ferrero North America and Andy Smith, VP of Consumer Insights at Flowers Foods. During our pre-panel chat, Charles Guilbeau remarked “For a marketing research vendor to sell survey results with poor sample is akin to a building contractor building a house with defective materials.”
What you don't know CAN hurt you and your decision-making.
Listen in as Tia Maurer, a 22-year research veteran and Group Scientist in R&D at P&G, shares eye-opening, real life examples of how bad data is misinforming business decisions.
Click Farms, Survey Bots, Fraud, Oh My!
Learn what may be lurking in your market research studies and actions you can start taking now to mitigate the issues. Also, find out more about CASE and how to get involved to drive positive change across the marketing intelligence supply chain. This webinar was sponsored by Lucy.ai in April 2020.
Attractive incentives in qualitative may be enticing more cheaters and repeaters than online.
Tia Maurer, 22-year research veteran at P&G, shared a slightly modified version of her “Bad data is misinforming business decisions” for the combined meeting of the Philadelphia chapters of the Insights Association and QRCA in June 2020. Although slanted towards issues in online research sampling, many qualitative respondents are recruited from these same sources. Tia and Mary Beth Weber, founder of CASE, have seen sample quality issues firsthand with qualitative research – including repeaters and cheaters.
Insights Association is a leading voice, resource and network of the marketing research and data analytics community,and helps its members create competitive advantage. All revenue is invested in quality standards, legal and business advocacy, education, certification and direct support to enable members to thrive in an evolving industry and drive business impact. Visit the link below to access the IA Code of Standards and Ethics for Marketing Research and Data Analytics and other resources for ensuring a quality foundation for marketing intelligence.
ESOMAR, a global voice of the data, research, analytics and insights community, created a list of 28 questions in 2012 to help guide buyers in vetting their research sample providers. This list of questions is currently being updated in conjunction with the Insights Association, CASE and industry thought-leaders. CASE is advocating that provider answers be audited and verified.
This Guideline was created in 2015 and responds to sampling quality concerns by providing guidance on the operational requirements for the provision of online samples for market, opinion, and social research. It sets out methods to be used by online sample providers, buyers, and end clients to ensure that a sample meets widely accepted quality criteria. It is recommended reading for all stakeholders in the research process, from survey designers to data users.
AAPOR, the American Association for Public Opinion Research, formed a task force to examine the current state of survey methods and provide guidance on the types of information survey practitioners and end users need in order to assess the quality and reliability of survey data.
This document from 2016 is comprised of a series of 17 questions that users of survey data should ask to help them make judgments about the validity of a survey’s results regardless of the method used.
Copyright © 2020 CASE4Quality - All Rights Reserved.