A quantum leap for the research industry

Date of publication: September 22, 2016

Catalogue: Congress 2016: #WOW

Company: Kantar

Abstract:

Ascription is a data science method which we have adopted to cut long questionnaires for mobile surveys, shorten the length and decrease the cost of large tracking desktop surveys. Using proprietary mathematical and statistical algorithms, responses are accurately ascribed to some respondents based on the overall data of the studied population, and without the need for the respondents to go through the entire survey. A secondary benefit comes in the form of cutting costs by shortening the surveys for some respondent segments, survey length and data collection are greatly optimised.

Steve Wigmore

Author

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Martin Dimov

Author

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Research Papers

Research Papers

Research Papers

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