by June 11, 2013
Market research, and by association survey research in general, was
not designed to be a random fishing trip. This is not to say that
randomness isn’t important to our cause, but is not the key driver
if you will. Yet, it seems as if so many projects occur at the whim
of a CMO who may or may not...read more
by May 31, 2013
There are a few go to techniques that we use for survey data
analysis. The primary tool used for analyzing survey data is the
crosstab. There are fancier multivariate techniques, and those have
their place, but for everyday use the crosstab is the preferred
method for analyzing nominal and ordinal...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 February 27, 2013
When is two not better than one? In survey design two is certainly
not better than one. In this case it refers to the use of
double-barreled questions. Those with little research training
often do not realize they are combining two distinct elements into
one question. The best practice is to...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 February 11, 2013
In the course of survey research several topics have developed a
reputation for being ‘sensitive’. In short this means the topical
areas are perceived to be just short of off limits by the culture
we live in. Examples include cultural diversity, recreational drug
use, sexual activity, alcohol use,...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
by January 9, 2013
Testing 1,2,3, test, test. Consumer and B2B market
researchers, well actually researchers of all stripes and
disciplines, are tasked with collecting data. Said data can be from
transactions, a customer satisfaction survey, brand awareness
tracker, or some other data collection method (e.g. analysis...read more
by November 12, 2012
Choose your words wisely or so we have always been told. We could
extend this thought to the market research world by saying choose
your categories wisely. The categories we use in our questions
directly impacts the quality of our survey data analysis.Nowhere is
this more of an issue than in the...read more
by July 26, 2012
What is the difference between a survey and an assessment? The
short answer is not much. If you think back to your days in school,
the tests you took were nothing more than a scored survey. Chances
are the survey design had both structured and unstructured
questions with the intent of measuring your...read more
