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- Title
Evaluating data quality in reports of sales in a retail establishment survey.
- Authors
Olson, Kristen; Xiaoyu Lin; Banks, Timothy
- Abstract
This paper examines failure to use records in sales reporting across about 12,000 store owners participating in a retail measurement panel in a Southeast Asian country. Reported sales based on the storekeeper's memory (oral reports) were lower than those from records, as expected . More surprisingly, oral reports acted as a supplement to record-based reports at the same store, such that stores that had oral reports had higher total sales than those with invoices . Although stores were expected to either have or not have a reliable record system, many stores used both . Findings varied over individual categories of products . Little research has examined the quality of reports of retail (consumer) sales from store owners in non-western countries . The paper suggests that improving data collection tools, rather than a single statistical adjustment approach, may be a more fruitful avenue for reducing measurement error in sales reports .
- Subjects
SOUTHEAST Asia; SALES reporting; RETAIL industry; SHOPKEEPERS (Retail); RETAIL stores; SALES management; MEASUREMENT errors
- Publication
International Journal of Market Research, 2017, Vol 59, Issue 3, p301
- ISSN
1470-7853
- Publication type
Article
- DOI
10.2501/IJMR-2017-025