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Why Measure Data?
The first question that comes to mind is "Why do I need to measure the information I buy?〃 One would imagine it is all good data. If not, how could the data providers stay in business?
The answer is analogous to shopping for an automobile. All cars are good cars or they would not be sold. Which car is best for you is another question. The same holds true for data. No one buys a car without a test drive, and you shouldn't have to buy information without one either. Before we design a "data test drive,〃 however, let's understand what we're testing.