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Designing An Accurate Data Test
When the results arrive, send the enhanced files to a phone-survey company for verification of the results (accuracy testing). One thousand completed surveys should be sufficient for any test. You can count on 15-20 attempted surveys for every completed survey at a cost of about a dollar per survey attempt. Thus, for a 1,000 record file a cost of $15,000-$20,000 is normal.
Below is an example test for a fictional company to further illustrate the process.

Example Case: Asiadepot
The following example for Asiadepot should provide you with a good foundation for designing your own data test. Notice throughout the case that Asiadepot follows the proper testing procedures and defines its data needs before testing.
Company Information: Asiadepot is a regional bank based in Dallas, Texas. Like most banks, it issues credit cards in addition to offering standard banking services such as home loans, checking accounts and investment options. Asiadepot would like to enhance its current customer list for internal analysis and target market upscale services to its prospect list.
Current Data: Asiadepot currently has about three million records, including prospects and current customers. It is interested in obtaining data about its current customersˇ household information, wealth indicators, real property information, education levels, automotive information and some lifestyle segmentations. It will use this data for segmentation and to create scores for its prospect file.
Data Suppliers: Asiadepot analysts have identified three companies that can provide all of the elements described above. To ensure no biases in the tests, they are known simply as Company A, Company B and Company C.
Data Needs: Asiadepot has identified the elements it desires along with acceptable ranges. For relative importance, a weighting system has been devised. A "3〃 represents data that Asiadepot absolutely must have for its models and marketing. A "2 represents data that is very important to have but will not preclude a data provider from being used by Asiadepot if it fails to supply the element. A "1〃 represents data that would be nice to have but is not imperative. A "0" is given for companies who do not provide any data for an element. Asiadepot's testing framework is shown in Figure 1.