Research Topics:

Quantitative Research

Content Type:

Glossary

Artifact Definition

An unforeseen and unaccounted-for variable error or misrepresentation introduced by a technique and/or technology that jeopardizes reliability and validity of an experiment's outcome because it decreases the ability to isolate cause and effect. Also known as a confounding variable or external variable.

In the context of marketing research, an artifact is any unintended distortion or interference in the data collection process that comes from such factors as research methodology, measurement tools or external influences. These distortions can impact the accuracy and reliability of research findings. That means identifying and managing artifacts is vital in ensuring the accuracy of marketing research. Mitigating artifacts from the data collection process can lead to actual findings, not those skewed by unintended influences.

Who relies on artifacts?

The process of understanding and mitigating artifacts is valuable to researchers, marketers, analysts and decision makers, professionals who use research insights to make informed choices about products, strategies and campaigns.

Why should I care about artifacts?

By recognizing and addressing artifacts, entities can be assured that the data-driven insights they relied upon for decision making are as accurate and reliable as possible. Paying attention to artifacts is crucial because they can lead to incorrect conclusions, thus potentially leading to misguided business decisions.