Further project problems which may be the result of a lack of a data cleanse of scrub may be the consideration that such a project may deliver poor or inaccurate results. One of the main points of a data visualisation project is to provide an accurate view of consumer behaviours as seen in the statistical evidence as opposed to what qualitative research reports. However, such information as is to be provided through a data visualisation project may only be assumed to fill this missing gap where the data is sufficiently complete and accurate (Miller and Han, 2009). Again one may consider that a key aspect in ensuring the accuracy and completeness of the results of a data visualisation system is the implementation of a high quality data cleansing exercise in the first place which verifies the quality of the data to be used in the final project.
Miller, H, J, Han, J. (2009). Geographic data mining and knowledge discovery. 2nd ed. Florida: CRC Press.