Testing the quality of demographic data involves validating the credibility of the data sources. Databases supplying the data are either reliable or currently updated, but rarely both. Surveys are usually manual, and the information collected may not be complete or current. Addresses, income, or life-stage information can quickly change, and surveys may still provide obsolete information. Online tools deliver updated information, but they derive data from self-reported information or online activity that may not be reliable.
Consider the following aspects to decide the relevance, accuracy, and recency of data to your use case.
To test the quality of the data:
- Verify that the sources provide trusted data
- Confirm that the data collection process is suitable for your proposed use
- Validate that the data is complete, accurate, and recently updated
- Request a historical data sample and verify it
- Ensure that the data is compliant with the regional privacy regulations
You can compare the geographical spread and attributes different vendors deliver and evaluate if they meet your requirements.