Do market researchers over-rely on sample size as proof of survey data quality? Do we under-invest in other data quality contributors, such as instrument design and scale validity? In this conversation, Kathryn and special guest Ken Faro, discuss current thinking on survey research data quality.

Special guest Ken Faro, PhD. Ken is the VP of Research at Hill Holiday. Be sure to check out Ken's related (and important!) article in the October 2018 Sloan Management Review:

https://sloanreview.mit.edu/article/the-big-data-problem-that-market-research-must-fix/. You can learn more about Ken here: https://kennethrfaro.com/