by May 30, 2013
In a previous post we examined the fundamentals of Likert scale
development. In case you missed it, Likert survey questions are
designed to measure attitudes using a five or seven-point scale
agreement scale (e.g. strongly disagree to strongly agree). These
scales and their derivatives continue to...read more
by May 22, 2013
In the voice of the customer world it is our role as market
researchers to listen and follow through on what the customers are
saying. Quite often this puts us in the position of ‘middle men’
between the customers and internal groups (e.g. sales, marketing,
finance, customer service, etc.)...read more
by April 18, 2013
Not all surveys will be applicable to all potential respondents.
Targeting our survey efforts to those most likely to respond will
increase our engagement levels and in theory provide a more
interesting experience. How do we know who is most likely to
respond? This is a question for the ages, but in...read more
by April 1, 2013
What is statistical significance anyway? The core of our survey
data analysis should be directed toward generating consumer
insights that are both meaningful and actionable. In order to
achieve this joint goal we have to keep our eye on significance,
both statistical and managerial.Previously we...read more
by March 25, 2013
Customer satisfaction measurement can be best described as part
art, part science, and part intuition. Regardless of how you view
it there are several moving parts to this equation. Satisfaction,
as a measure itself, is part of a larger equation centered on
profitability. When designing a...read more
by March 5, 2013
Seldom is there a customer experience that doesn’t have an
underlying emotional dimension. Harnessing this fact is an issue
that Big Data has yet to fully resolve. However, for decades those
in the consumer behavior camp have understood this. The emotional
component to a decision or experience is...read more
by February 28, 2013
Creating reports from your online survey platform can be both a
blessing and a curse. There are numerous pre-designed report
options available which can easily shave hours of time off a
project. Reports follow several themes including: Answer Summaries
and Details – individual frequency counts for...read more
by February 19, 2013
Are questions with dichotomous answers the best use of our online
survey design? Answering this question is not as simple as saying
Yes or No. Dichotomous questions (those with two response options)
may be simple to answer, however they leave one key component
behind. Variance allows us to dive more...read more
by February 12, 2013
In one of Ozzy Osbourne’s songs he uses the phrase “going forward
in reverse.” Little did the singer know that his lyrics would also
apply to survey research, specifically to the area of questionnaire
design. One of the key concerns facing researchers today is
data quality. It is all too easy for...read more
by January 26, 2013
On occasion a survey comes my way that illustrates, either with
excellence or lack of vision, good online survey design. The
illustration below comes from a customer satisfaction survey
provided by a regional grocery store to their online community. The
table speaks to one dimension of the...read more
