The model based approach to PureScore takes into account three things: the profile of the respondent, their past behavior, and their current behavior on the platform. This ensures that.PureScore is a machine learning driven model that is designed to evaluate individual respondent level quality on each and every transaction or interaction that a user has on the PureSpectrum platform over time. These two principles are discussed below.To obtain useful results, the methods you use to collect your data must be valid: the research must be measuring what it claims to measure. Reliability and validity tells us whether a research being carried out studies what it is meant to study, and whether the measures used are consistent.
Fraudsters adapt and stay ahead of data quality initiatives, continuing to fool researchers and collect incentives. This consistent monitoring ensures the reliability and integrity of the data collected on the PureSpectrum platform.“A lot of times within market research, people will use the analogy of a virus for data quality fraud and how it will mutate and become resistant to the techniques or treatments that have been developed against it” Mark Menig, PureSpectrum Chief Product Officer, said.The morphing nature of fraud is evident in market research. We reached a point where we generated so much data that we had to not only scale up our way of computing but also the way of looking at respondent behavior on our platform” Vasudevan said.Any inconsistencies or negative respondent behaviors are immediately flagged and penalized. Respondents with a PureScore of 5 and under are blocked from participating in surveys while those with a PureScore above 5 are allowed to participate in surveys on our platform.“As PureSpectrum grew one of the things we saw was the kind of data we were generating.
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All behavior affects a respondents’ PureScore to ensure optimum data reliability.“At PureSpectrum, we don’t expect researchers to have to worry about data quality. Further, all respondent behavior on the platform, including but not limited to items like answer consistency and length of interview etc, are monitored on an ongoing, real-time basis. Once Marketplace suppliers are vetted and onboarded onto the platform, monthly performance evaluations are conducted to confirm that only high quality sample is being delivered to surveys. However, this is one of the built-in benefits of using the PureSpectrum Marketplace. Continued data validity and reliability remain essential to researchers.Quality control in online surveys can be difficult if not impossible to ensure manually.
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