Any analysis can only be as good as the data on which it is based. Following this principle, the research field of data quality deals with fundamental questions about the measurement of phenomena that are not directly observable. These include consumer attitudes towards advertising and brands, purchase intentions or customer satisfaction. Current research projects aim to transfer metrological approaches from the natural sciences to the behavioral sciences. This should promote a higher replicability of behavioral science studies. Further research is addressing the question of how data quality can be ensured in machine learning methods.