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 May 14, 2012
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
by June 8, 2011
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
by June 7, 2011
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
by February 23, 2011
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
by January 19, 2011
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
by January 12, 2011
Continuing in the thread of simple, but effective, analysis tools
is the concept of box scores. When this phrase is thrown about you
may be tempted to think of baseball, but it is just as applicable
in the analysis of survey data.There has been ongoing debate as to
whether or not data from scales,...read more
by December 6, 2010
Generally I am a proponent of asking respondents directly what is
on their minds. This means when I design a questionnaire for
marketing research or other purposes I go for direct questions. For
example, I would ask students how interested they are in university
events, or customers how satisfied...read more
by June 1, 2010
Creating a questionnaire is as much an art as it is a science.
There are no right or wrong ways to do it, but there are ways to
get to the root issues, and get past extraneous information that
may cloud the results. Here are eight question formats to consider
in order to get an accurate picture of...read more
by March 3, 2010
Developing survey questions can be challenging. It's no secret that
among the members of your survey sample, respondents will perceive
the same phrasing, questions and answers differently. The key to
developing survey questions is making them unbiased. Unbiased
questions will help you receive the...read more
