Transcript Good Data is Key to Development of Good Models: So xxx is

Good Data is Key to
Development of Good
Models:
So how is Innovation
in Data Collection
Keeping Apace?
ICMC Conference, July 2011
Chair: Rob Sheldon, Accent
slide 1
Context
The most ‘cutting edge’ design and analysis work can be undermined by
sub-standard data collection approaches – why?
Different languages
Many opportunities
(conferences/journals)
to share views
More listening
Modellers/economists
/academics
Different
experiences/issues
Market
Researchers
Follow ‘least line
of resistance’
Typically less
academic
‘gravitas’
The world is changing
More say
More adventurous
slide 2
Line Up
• Martin Dix
Qualitative
• Rob Sheldon
Quantitative
• Terry Flynn
New Modelling Demands
• Paul Metcalfe
Discussant
• And just under 20 other participants
slide 3
Main Findings
•
A strong sense that there is a lot of
untapped potential in data collection
opportunities
•
A strong endorsement of mixed data
collection methodologies as
appropriate
•
Immense value attached to the
development of cognitive tests
•
Strong scepticism from some about
use of professional panels for
respondent recruitment but a
recognition of their strategic value
•
Agreement that more care is needed
in question framing (increased use of
linguists/psychologists)
Do we need to customise
question language for different
segments (eg by age, nationality,
etc)?
On cognitive issues – who do
we design for (75% of
potential respondents)?
Some challenging initiatives
in regard to social network
responses and inclusion of
deliberative approaches
slide 4