Perfection is not of this world. This wisdom also applies to market research, and perhaps even more than one would suspect. At a daily level, a project leader is faced with all kinds and types of imperfections. With respect to quantitative inquiries it happens that some respondents do not answer, or not entirely answer, a question; or give a wrong answer to a question (e.g. when asking for figures). This means that those questionnaires are, in a number of cases unusable.
Because each project, at one moment or another, is faced with such imperfections in the data, our researchers do not shy away from these quality problems. As a result, parallel to the traditional analysis techniques, a vast range of data cleaning and missing values techniques are employed. These techniques are used to distil valuable and qualitatively reliable results from intrinsic imperfect data.