Linking Knowledge Networks Web Panel Data with External Data
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Unsurprisingly, given the small extent to which the field of survey methodology has engaged the issue of linking datasets, there hasn’t been a ton of work done trying to assess exactly what we end up with when we merge together these big datasets and survey data and start looking at data quality. What I’m going to discuss in this chapter is an initial cut at assessing accuracy and bias in the relations between consumer file marketing data and what we end up getting from individuals recruited from the GfK KnowledgePanel. But first I want to review a couple of the challenges and opportunities I think we’re dealing with as a field because they’re a good context in which to consider how new data sources might help us move forward.