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Submitted by: Halinka Panzera - 15-May-2014
In order to obtain useful insights you have to know how to get the most out of any data you want to collect. To achieve this it is important to use consistent and rigorous sets of questions.
This starts with ensuring you plan for getting data quality. I get called in to look at companies data bases and you see numbers and address that are out of date, that have missing data, incorrect entries, or duplications. Similarly, in in-house surveys I encounter questions with potential response biases, questions that have no follow up, questions that have no meaning in terms of being designed to produce actionable insights.
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