Voice

6 Ways You Might Be Unintentionally Introducing Bias Into Your Marketing Surveys

It’s an easy way to get first-party data, but is it reliable?

Illustration of a business man looking at a clipboard with graphs and checklists through a magnifying glass
Marketing teams need to scrutinize surveys more intently to ensure there is no bias.Getty Images
By Ellen Houston

November 7, 2019

By now, everyone can agree that, when done right, data-based insights can drive smarter, more personalized touchpoints with the people that matter and improve the overall quality of business decisions. For this to work, though, companies need accurate, trustworthy data.

Ellen Houston

Ellen Houston is managing director, applied data science for Civis Analytics.

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