Balancing AI Innovation with Research Integrity
Debrah Harding, Managing Director of MRS, presents the MRS Global Data Quality Checklist for Buyers
In the light of YouGov's recent announcement acknowledging that the reported growth in church attendance by Gen Z'ers was incorrect (from a survey they ran on behalf of the Bible Society - a full explanation of the incident can be found here), and in response to what many see as 'a serious and urgent threat' posed by AI-based tools we have invited Debrah Harding, Managing Director of MRS, to present the MRS Global Data Quality Checklist for Buyers.
The Market Research Society has long championed data quality. This checklist is for clients to use when commissioning a project. Debrah will outline the key questions to ask agencies and sample partners about sample sources, fraud control, de-duplication, supply chains and quality checks (in a clear and non-technical way). Debrah's talk will be complemented by a discussion on data quality. Do join us.
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