YouGov：2024提高品牌跟踪响应质量：利用知觉交叉熵检测响应异常报告（英文版）

The purpose of brand tracking is to measure changes in consumers’ attitudes toward brands and understand the causes of these changes. Data quality issues are a constant concern in tracking studies. Variations in sample composition can compromise over-time comparisons of brand metrics. Increasing activity by survey farms and bots threaten data integrity. And declining respondent engagement can add large amounts of noise to tracking data. In this white paper, we report on measures YouGo