A Mixture Model Approach to Assessing Measurement Error in Surveys Using Reinterviews

Abstract Researchers are often unsure about the quality of the data collected by third-party actors, such as survey firms. This may be because of the inability to measure data quality effectively at scale and the difficulty with communicating which observations may be the source of measurement error. Researchers rely on survey firms to provide them with estimates of data quality and to identify observations that are problematic, potentially because they have been falsified or poorly collected. To address these issues, I propose the QualMix model, a mixture modeling approach to deriving estimates of survey data quality in situations in which two sets of responses exist for all or certain subsets of respondents. I apply this model to the context of survey reinterviews, a common form of data quality assessment used to detect falsification and data collection problems during enumeration. Through simulation based on real-world data, I demonstrate that the model successfully identifies incorrect observations and recovers latent enumerator and survey data quality. I further demonstrate the model’s utility by applying it to reinterview data from a large survey fielded in Malawi, using it to identify significant variation in data quality across observations generated by different enumerators.