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

The Keys to the Good Life - How to Survey Lifestyle Elements

There is more to life than work! Marketers in the entertainment, culinary and travel industries do their job with vigilance to remind us what the good life really is all about. Surveys are ideal for measuring the importance of lifestyle elements to our customers and prospects. In order to do this...read more

Using Binary Scales to Shorten a Survey

In consumer or B2B marketing research, as in life in general, there is typically more than one way to ask a question. Some of these methods are easier on the part of the survey respondent, while others although a bit more complicated yield richer results for our survey data analysis. When we are...read more

Doing Matrix Questions Right

Data quality and integrity needs to be at the core of what we as consumer and B2B market researchers deliver to our clients. With that said there are design techniques that we can employ that will encourage better respondent behavior and move the needle toward our goal of delivering quality data....read more

3 Tips for Achieving the Right Balance in Questionnaire Design

There is a time when we as consumer and B2B market researchers have to step back and remind ourselves to keep it simple. This was brought to my attention by the recent spate of political campaign signs going up around the area.Political campaigns are famous for brevity, although the politicians or...read more

Scale Basics: Labels and Points on Likert Scales

Asking questions is the crux of what we do as consumer and B2B market researchers. Hopefully we are asking the right questions. Just how those questions are asked has major implications on the type of data we collect, its reliability and its validity. Volumes of academic research data have been...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

Samples at Random

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

Philosophers & Market Researches, One in the Same? Dancing in the Consumer's Shoes

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

Taking a Random Walk

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
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