Data Quality Resource Library

There is no one simple reason, cause or solution for data quality issues. Instead, it is up to all of us to pledge to stay informed, engaged and committed to ensuring data delivered by our industry. As you think about what data quality means to you in your role and in your organization, ask yourself: Who, What, When, Why, and How:

• Who is impacted by research?
• What does data quality mean to your organization?
• When should you implement quality checks to ensure data accuracy?
• Why is data quality important?
• How can I be involved in making positive changes to our industry?

The Council for Data Integrity is currently working on updating this page to include the most recent and applicable resources for you and your organization. We are also working on making the resources more accessible.

Journey Map to Understanding Data Quality

The need to understand data and sample integrity extends across all sectors of the insights and analytics industry, including data & sample providers to users & decision-makers. Building awareness of data integrity issues should be broad to include not only traditional marketing research and sample provider companies, but also end-users across a wide variety of client-side industries and verticals.

Webinars

Introducing the Participant Bill of Rights
Insights Association
Date: November 2024
Recording
Introduces the Participant Bill of Rights which outlines critical rights and protections for the people who participate in studies in an ever-evolving landscape as an extension of the Duty of Care section in Insights Association’s Code of Standards.

Townhall: Data Quality Today: A U.S. and Global Imperative 
Insights Association
Date: March 2024
Recording 
In this webinar, learn current best practices on data integrity issues, hear the results of Insights Association’s 2023 Fraud Study which measured awareness and the impact of different data fraud types in the industry and how the Insights Association’s Council for Data Integrity, along with the Global Data Quality initiative is helping to elevate the industry’s understanding and evaluation via guidelines and toolkits.

Town Hall: Sample Fraud: Continuing the Discussion (Part 2)
Insights Association
Date: March 2022
A follow-up Q&A to “Online Sample Fraud: Causes, Costs & Cures”. A good resource for newer researchers.
Recording

Townhall: Online Sample Fraud: Causes, Costs & Cures (Part 1)
Insights Association
Date: 2022
Dives into the challenges with sampling from the perspective of panelists who work on all different sides of the industry. Also discusses a few methods to help improve data quality. A good resource for newer researchers.
Recording

Bad Data is Misinforming Business Decisions: Detecting and Eliminating Fraud in Survey Research
Insights Association Mid-Atlantic Chapter
Date: September 2020
Webinar that covers the pervasiveness and impact of fraud in survey-based research.
Recording

Brands Unite to Disrupt the Status Quo of Data Quality
Case4Quality
Date: June 2020
Recording
Panel discussion at IIeX Forward.

Courses

Fraud Mitigation Strategies for Research Professionals
Insights Association
Date: COMING MAY 2025
This comprehensive course on Data Quality and Fraud Prevention in Research offers a detailed exploration into safeguarding the integrity and validity of marketing research through advanced detection and prevention strategies.

Data Privacy & Research
Insights Association & MRS
Date: 2024
Provides an overview of the data protection principles and key concepts in the UK Data Protection Act 2018, within the context of the research sector. It enables participants to develop an awareness of the legal framework and context for data protection and to build confidence around their responsibilities.
Enroll

Toolkits

Data Integrity Initiative Toolkit (2022)
This toolkit centralizes industry information to educate and empower both researchers and end-users to be more aware and better equipped to address data quality issues. This toolkit is slated to be updated in 2025.
Download