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Tag Archives: validity

The Dreaded Data Dump Survey Returns

The Dreaded Data Dump Survey Returns

Data Collection, Survey DesignBy Joe HopperMay 15, 2019

This is the same survey I told you about a few weeks ago. It came back to me again, since I am part of the ABS-recruited probability-based panel that is fielding the survey. It is still one of the worst surveys I have ever seen. This time I took some screen shots:      …

When to Use (and Avoid) “Select-All” Questions

When to Use (and Avoid) “Select-All” Questions

Data Collection, Survey Design, Survey TipsBy Joe HopperMay 8, 2019

Survey questions that have multiple response options with an instruction to “select all that apply” are common in our industry, and for good reasons. They are efficient and easy for respondents to answer. They are efficient to lay out graphically. They shorten the length of a survey in terms of both time and space. The…

Let Your Respondents Mess Up

Let Your Respondents Mess Up

Data Collection, Methods & ToolsBy Joe HopperMarch 20, 2019

While it is tempting to use advanced programming to “force” good answers and good behavior out of survey respondents, don’t do it. Let respondents make mistakes. Let them mess up, and then review who messes up. This is one of the best ways to assess data quality in a survey, and trust me you will…

Decrease Survey Error with Eye-Tracking Diagnostics

Decrease Survey Error with Eye-Tracking Diagnostics

Methods & Tools, Survey DesignBy Joe HopperFebruary 6, 2019

If you make your survey questions hard, it turns out that people will make a good faith effort to answer them. But they will make mistakes, and you will end up with bad data that lacks reliability and validity. What I find so interesting is that most people will actually try to answer your hard…

What Makes A Survey Scientific?

What Makes a Survey Scientific?

Data Analysis & Analytics, Data Collection, Methods & Tools, Public Polling, Sampling, Survey DesignBy Joe HopperAugust 22, 2018

Surveys run the gamut from silly to serious, and from sloppy to scientific. Occasionally we do something silly if a client insists (though we generally advise against it). But we never do sloppy surveys, and we hope you never do them either. Lean as far as possible towards rigor and science within reasonable constraints of…

Two-Point Scales Have the Highest Reliability

Two-Point Scales Have the Highest Reliability

Methods & Tools, Survey Design, Survey TipsBy Joe HopperJune 27, 2018

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.…

More Evidence that Online Polls Work (Really Well)

Data Analysis & Analytics, Methods & Tools, Public PollingBy Joe HopperApril 25, 2018

You might think that writing a feature article about liars, cheaters, and trolls in online surveys means we have a pretty damning view of online polls as a method of research. Not so. We are all in when it comes to online polling, and in fact it comprises the majority of the survey research we…

Why Fake PR Surveys Outperform Real Ones

Public Polling, Public RelationsBy Joe HopperMarch 21, 2018

Sure we laugh at those ridiculously biased fundraising “surveys” from politicians. But for some reason, the poorly (but more cleverly) designed surveys put out by corporate PR departments often get a pass. Even worse, they sometimes get tons of visibility in both mainstream press and social media. I saw one such survey a few weeks…

How to Avoid Embarrassing Data Gaffes Like This CMO Survey

Charts and Data Visualization, Data Analysis & Analytics, Presenting ResearchBy Joe HopperMarch 7, 2018

This survey was done by a fancy business professor, in an endowed chair, at a top-ten university, along with a managing director at one of the world’s largest consulting firms. Then it was printed in one of our industry’s top publishing outlets. It takes less that a minute to scan this data and to realize…

Avoid This Adherence Scale for Health Surveys

Avoid This Adherence Scale for Health Surveys

Data Collection, Methods & Tools, Survey DesignBy Joe HopperSeptember 20, 2017

Here’s an unfortunate reality in the world of survey research: Survey questions can sometimes be copyrighted. When certain questions (no matter how obvious and common) are asked together as a set, and then scaled into a single measure (no matter how obvious and simple), and then validated in a study as being a solid tool…

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