by June 5, 2013
As I have mentioned before randomness can be a very useful tool in
survey research. Online survey platforms such as Cvent allow the
survey designer to add a level of randomness to the question design
process including: Randomize categories within a question to
prevent order bias (there is an...read more
by June 4, 2013
Making decisions can be a challenging process. Understanding how
customers navigate their decision process is a key function for
both consumer and B2B market research professionals. One technique
that is useful for understanding the decision matrix is CHAID
analysis or known formerly as Chi-Square...read more
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 10, 2013
Ok so just what is a Likert scale anyway? If you have been in
market research, or any form of survey research, for any length of
time you have no doubt come across the ubiquitous Likert scale and
its strongly agree to strongly disagree framework. In the years I
have been involved in constructing...read more
by April 30, 2013
Chapters in a book are self-contained entities which could stand
alone, but are better suited to be part of a larger whole. The new
revision to the Cvent online survey platform allows the researcher
to group questions into a chapter. This new feature is well adapted
for scoring sections within an...read more
by April 23, 2013
Just who we are is a question that has been asked by philosophers
since time immemorial. Market research professionals are no
different than those wise men from ancient Greece in this regard.
Our task is to create an understanding of the consumer’s mind in
which we can shape our brand positioning...read more
by April 17, 2013
Survey research can be used to assess the attitudes and opinions of
virtually any group or sub-group. Most of my work has been in the
areas of consumer and B2B market research, but from time to time my
focus has shifted toward surveying employees. This makes perfect
sense as our employees are the...read more
by April 8, 2013
It has been said many times that randomness is next to godliness in
the world of experimental design. I would extend this thinking to
the structured world of survey research as well. In this post we
will look at two methods for incorporating randomness into your
online survey design. Cvent offers...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 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
