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

If there were one industry that could truly benefit from consumer insight research, it is the restaurant industry. Granted there are the giants of the industry, e.g. McDonalds or Chik-fil-A, that have teams dedicated to dissecting every aspect of the customer experience, but the biggest gains can...read more

One could say there is a natural order to things. In survey research when we think of order we think of ordinal data. What differentiates this data type from nominal data is that we can leverage the respondent’s willingness to rank their choices. This takes the analytical options up a notch from...read more

What is best in life? Indeed a question that we could ponder for a long time. However, in the context of an employee satisfaction or brand awareness survey, time is a constraint. There are a few options survey authors can employ when required to assess respondent viewpoints on what is best. First,...read more

It’s all in the adjectives. This is indeed the case for semantic differential scales. As we previously discussed, this type of scale employs bi-polar adjective pairs (e.g. high vs. low quality, good service vs. poor service, masculine vs. feminine, etc.) to measure our attitudes toward an object....read more

One of the most critical ingredients in a successful survey is the response rate. If a survey is to produce accurate, useful results, quite simply, you need the largest possible number of people to answer the survey and a consistent representation of all the types of people that the survey was sent...read more

We've discussed the importance of keeping your online surveys short. You don't want to try to force respondents to dedicate a large portion of their time to completing answers. With too many questions, you will struggle with abandoned surveys and inaccurate results from respondents who simply choose...read more

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

As many consumers adjust their budgets in an uncertain economic climate, it's important for businesses to make sure that they keep their customers happy. Earlier, we discussed why banks are using surveys to ensure customers are receiving the service they desire. In the restaurant business, it's...read more

Traditional methods of increasing responses for online surveys include purchasing e-mail lists, using customer information in your client database, or putting URLs on things like receipts or newspaper ads.Using social media like Twitter is another way you can gain potential respondents. For example,...read more