In the insights industry, experts have described 2022 as the Year of Data Quality. There is no doubt that it has been a hot topic of discussion and debates throughout the year. However, we find common ground where most agree there is no silver bullet to address data quality issues in surveys.
As the Swiss cheese model suggests, to have the best chance of preventing survey fraud and poor data quality we need to approach the problem by thinking of it in terms of layers of protection that are implemented throughout the research process.
To this end, the Insights Association Data Integrity Initiative Council has published a hands-on toolkit. It includes a Checks of Integrity Framework with concrete data integrity measures. This is essential to all phases of survey research: pre-survey, in-survey, and post-survey.
The biggest challenge yet remains: objectively defining data quality
What constitutes good data quality remains nebulous.