Avoiding the Yes Men

As market researchers, and survey researchers in general, it is our job to ensure the instruments we create are as free of potential bias as possible. This is accomplished through diligence in survey and sample design. Yet, as hard as we try it is often difficult to avoid all forms of potential...read more

Say, Just What is a Likert Scale Anyway?

If you have been around survey research for any length of time you have come across the ubiquitous Likert scale. But, do you ever wonder what the Likert scale really is? This question format and its strongly agree to strongly disagree framework is a staple for in the pantry of questions we use on...read more

Throwing in the Chips

As a B2B market researcher, I am often called on to query survey respondents and ascertain their preference for or strength of belief in a variety of topics. As there is more than one way to the truth, we have multiple techniques which we can draw from to elicit this preference data. Likert scales...read more

Attitudes Drive Behaviors or is it the Reverse?

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

Do We Agree?

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

Would You Agree?

How do you measure agreement? Measuring agreement is one of the most commonly employed practices in the realm of consumer and B2B market research. The questions at hand could be focused on agreement with a product concept, agreement with the main tenets in an advertisement, or to what degree a...read more

Creating Clusters with Attitudinal Data

Attitude scales, such as the opinion leadership scale I recently presented, have long been a staple in marketing research for clustering respondents, and in theory the broader market, into meaningful segments. This clustering process is the crux of segmentation research. Although advances in...read more

Opinion Leadership

Incentives will motivate mothers to make recommendations. This is the truth, at least according to a survey published by eMarketer. Mothers tend to be a vocal lot and enjoy sharing shopping stories, tales of bargains found, news of the best coupon sources, and otherwise engage in the online and...read more

Likert Scales to Measure Attitudes

I wonder if when psychologist Rensis Likert created the scale that bears his name if he realized it would one day become the most widely used attitude measure employed in survey research? The Likert scale is often used interchangeably with rating scale, even though they are not synonymous.The Likert...read more

Likert Scales in Global Research: One Size Does Not Fill All

Are scales developed in North America valid for global use? With the barriers to reaching international audiences lowering due to increased Internet penetration it is time to reflect on the validity of our research as a global tool. The one size fits all approach to survey development is in...read more
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