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Data Quality of Market Research: Guarantee and Improvement

2024-07-18 15:00:58 Source: Champu Consulting Visits:0

Market research refers to the systematic, purposeful and planned collection, collation, analysis and interpretation of market-related information to help enterprises understand the needs, characteristics, scale, trends, competitive conditions, etc. of the market, so as to provide basis and guidance for strategic decision-making and marketing activities. Market research is the main way for enterprises to obtain market information, is the basis for market analysis, market forecasting, market planning, market strategy, market control, etc., and is a necessary means for enterprises to improve market competitiveness and adapt to market changes.

The data quality of market research refers to the degree of conformity between the data obtained by market research and the actual market situation, that is, the characteristics of the accuracy, completeness, timeliness, continuity, comparability, reliability, consistency and availability of the research results. The data quality of market research is an important index to measure the quality and effect of market research, is the core element of market research, and is the value of market research. The quality of market research data directly affects the correctness and validity of the results of market research, and then affects the rationality of enterprise decision-making and marketing effect.

The data quality of market research is affected by many factors, including the purpose, content, method, process, personnel, tools, environment, etc. The guarantee and improvement of the data quality of market research needs to start with these factors and take corresponding measures and methods to ensure the authenticity, objectivity, rigor and validity of the data of market research. Specifically, the guarantee and improvement of the data quality of market research can be carried out from the following aspects:

Improve the data quality management system. Data quality management system refers to a set of standardized systems, processes, standards, indicators and control methods established to ensure data quality, including data quality objectives, strategies, organization, planning, implementation, supervision, evaluation, improvement and other links. Improving the data quality management system is the basis for ensuring and improving the data quality of market research. It is necessary to clarify the responsibility subject, division of labor, collaboration, communication, coordination, incentive and other mechanisms of data quality, establish data quality norms, standards, indicators, methods, tools and other systems, implement data quality planning, implementation, inspection, improvement and other cycles, and form a culture and atmosphere of continuous improvement of data quality.

Standardize data collection and processing procedures. Data collection and processing is the core of market research, the source of data quality, and the difficulty of data quality. Standardizing the data collection and processing process is the key to ensure and improve the data quality of market research. It is necessary to select the appropriate data source, data type, data range, data method, data tool, etc. according to the purpose and content of market research to ensure the validity, reliability, representativeness and typicality of the data. At the same time, it is necessary to effectively clean, verify, sort, summarize, classify, encode, store, and back up the data to ensure the integrity, consistency, and availability of the data.

Improve data analysis and presentation. Data analysis and presentation is an important part of market research, is the embodiment of data quality, but also the improvement of data quality. Improving the level of data analysis and presentation is a way to ensure and improve the data quality of market research. According to the purpose and content of market research, reasonable data analysis models, methods, technologies, tools, etc. should be used to conduct in-depth data mining, analysis, Interpretation, evaluation, etc., to extract the connotation, laws, trends, problems, suggestions, etc. of the data, and form the value and significance of the data. At the same time, it is necessary to use appropriate data presentation forms, methods, techniques, tools, etc., to clearly display, explain, elaborate, and demonstrate the data to form the expression and communication of the data.

Strengthen the monitoring and evaluation of data quality. The supervision and evaluation of data quality is a necessary part of market research, the guarantee of data quality, and the feedback of data quality. Strengthening the supervision and evaluation of data quality is the means to guarantee and improve the data quality of market research. It is necessary to establish the supervision and evaluation mechanism, system, standard, index, method and tool of data quality, carry out comprehensive, regular, dynamic, multi-dimensional and multi-angle supervision and evaluation of the data quality of market research, and find out the problems and deficiencies of data quality, put forward the improvement measures and suggestions of data quality, and promote the improvement and optimization of data quality.

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