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Tag Archives: surveys

Please Do Not Gamify Your Surveys

Please Do Not Gamify Your Surveys

Data Collection, Methods & Tools, Survey DesignBy Joe HopperApril 5, 2017

Which of these two questions do you find more annoying, question A or question B? A. Foodie TV has announced a competition to select the best destination for food. What can your city do to win? B. In terms of the restaurant choices, what is important for a city to offer? Now which of these…

Dump the Hot Trends for These 7 Workshops

Dump the Hot Trends for These 7 Workshops

Methods & Tools, Resources and RecommendationsBy Joe HopperMarch 15, 2017

If you are a market research professional, I urge you to look for continuing education beyond the MR industry groups such as the Insights Association, Quirk’s, etc. and instead look to a more academic organization like AAPOR, the American Association for Public Opinion Research. Yes, their conferences will be the most boring you ever attend.…

Use This Clever Question to Validate Your Data

Data Analysis & Analytics, Data Collection, Methods & Tools, Survey TipsBy Joe HopperMarch 8, 2017

At first I thought this was the dumbest survey question ever. Why ask people what device they are using to take the survey, when you know from the platform meta-data what device they are using? Yes, even lame self-service survey platforms can (and should be) capturing information about device, operating system, IP address, start time,…

The One Poll That Got It Wrong

The One Poll That Got It Wrong

Data Analysis & Analytics, Public Polling, SamplingBy Joe HopperFebruary 22, 2017

It was so weird, right after the election, to see a media frenzy heaping praise and attention on the one poll that got it wrong. The USC/LA Times poll predicted a Trump win, with 47% of voters choosing Trump and 44% choosing Clinton. Right after the election, media headlines trumpeted its success: “How One Pollster…

Manipulative CX Surveys

Manipulative CX Surveys

Methods & Tools, Survey Design, Survey TipsBy Joe HopperFebruary 15, 2017

It bugs me that companies would use customer feedback surveys not for information or learning, but to manipulate customers into buying from them again. On the other hand, how many companies inundate us with those zillions of customer satisfaction surveys because they truly care about learning? What they really care about are their “metrics,” their…

How Many Questions in a 10-Minute Survey?

How Many Questions in a 10-Minute Survey?

Best of Blog, Data Collection, Methods & Tools, Survey DesignBy Joe HopperFebruary 8, 2017

It all depends on what counts as a “question,” and also on how complex those questions are. A grid question with multiple rows takes a longer to answer than a simple yes-or-no question. A question that allows you to select multiple items from a laundry list of options takes longer than a standard 4-point scale.…

Survey Says … Trump Won? Research Lessons from the Polling Mess.

Survey Says … Trump Won? Research Lessons from the Polling Mess.

Methods & Tools, Public PollingBy Joe HopperJanuary 25, 2017

I have been surprised by the number of people—including friends and even veteran researchers within the market research industry—who believe that the outcome of the 2016 presidential election proved once and for all that surveys and polling do not work. Why am I surprised? Because it is simply not true. In the Versta Research Winter…

When Strategists Write Questionnaires

When Strategists Write Questionnaires

Data Collection, Survey Design, Topics in MarketingBy Joe HopperDecember 7, 2016

The thing I love about strategists is that they know exactly what they want. By the time they come to us, they have analyzed their business needs. They have figured out what kinds of data will help them make decisions. They know why they want research, how they are going to use it, and how…

The Best Way to Stop Survey Cheaters

The Best Way to Stop Survey Cheaters

Data Collection, Methods & Tools, Public Relations, Survey DesignBy Joe HopperNovember 30, 2016

Using surveys to “quiz” people about their knowledge (versus asking them about their attitudes or behaviors) is tricky. First, online surveys make it easy for people to look up answers they may not otherwise know. Second, people want to get quiz answers right, and so they are motivated to cheat. This is the reason I…

Why You Need 4-Point Scales

Why You Need 4-Point Scales

Presenting Research, Public Polling, Public Relations, Survey Tips, Turning Data into StoriesBy Joe HopperNovember 23, 2016

One of the “best practices” for survey research I learned in graduate school and then early in my career is this: Survey measurement scales should have at least five points. Presumably that provides enough room for variation, and it provides a neutral midpoint as well. But it is not true. Or, like all best practices,…

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