There is a “user-friendly” feature that some survey platforms now offer, and almost certainly you should avoid it. It is called auto-advance. I had an unpleasant encounter with it in a customer survey I just took. The idea is that, after clicking on an answer, instead of having to move a mouse or finger all…
If you worry that cell phones make it harder to get high quality, thoughtful, and richly detailed data with surveys, stop worrying. New research from a trio of survey measurement scientists (one at the Census Bureau and two at University of Michigan’s Survey Research Center) shows there are no differences in data quality and measurement…
I once heard from an overzealous boss with a Ph.D. in political science that measurement scales should always have an odd number of scale points – the reason being that measurement scales should always have a neutral middle. We sometimes hear this from clients reviewing survey drafts as well: “Shouldn’t every question have a neither,…
Nobody gets really good at market research by taking classes. It comes from learning on the job and in the field from other researchers. That is because researchers are always solving new problems and answering new questions that have never been asked before. That inspired us to make our summer newsletter The Big “How To”…
If you want the most valid and reliable measures you can get, forget about NPS and other 11-point scales that so many companies use as their primary measure of customer satisfaction these days. It turns out that 2-point scales (yes vs. no, satisfied vs. dissatisfied, etc.) are far more reliable measures for gauging consumer attitudes.…
A feature story on the Versta Research website is about mapping shopper segments onto buyer segments. That story may have had you asking how we measured and defined those segments in the first place. The answer: by devising careful and nuanced survey questions to capture what our qualitative research partners learned about how consumers assess,…
Surveys don’t get much simpler than this. It is from the New York Times, which I typically admire for its rigorous reporting, thoughtful analysis, and forward-thinking experimentation with data visualization. But even with such simplicity, this survey (published on April 22, 2018) manages to be terrible in at least three big ways: It asks a…
How many people do you think are college-educated in the United States? If you’re like most clients we work for (whose family members, friends and co-workers nearly all have college degrees) you will substantially over-estimate that number. The answer is a mere 29%. If you include associate’s degrees, then it goes up to 37%. These…
If you are a smart person and you only occasionally try your hand at writing a survey, here is something you may find yourself doing: adding an open box at the end of every question so that respondents can “write in” their own answer if the pre-listed answers do not fit them. Our clients do…
If you deploy your own surveys trying to solicit feedback from your customers, you know how hard it is to get them to respond. There are many good reasons why customers ignore surveys nowadays. Here is one potential culprit: You may be asking them for information you already know. If you are, they know that…