The impact of digital fingerprinting and identity verification on data quality

• Autores: Melanie Courtright, Kartik Pashupati
• Localización: Journal of Advertising Research, ISSN 0021-8499, Vol. 54, Nº 3, 2014, págs. 263-269
• Idioma: inglés
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• Resumen

  • The article looks at the methodology of online marketing research. It discusses efforts to improve the quality of online surveys and eliminate duplicate responses and other sub-optimal survey behaviors by verifying respondents' identity using techniques including digital fingerprinting and validation of personally identifiable information (PII). Topics include the effectiveness of various approaches to flagging duplicate responses for respondents in different age groups, respondent privacy concerns, and the use of trap questions.