Month: January 2015

Rank bad questions: how not to ask ranking questions

I’ve seen a couple of questions recently which have asked respondents to rank long lists of attributes. An example is shown below:   Ignoring the fact that I’ve never looked for any “benefit” in a loyalty rewards programme for an online travel agency, and I’ve no idea which criteria I should be using for ranking these benefits, there are several…

We know it’s wrong but market researchers are still producing long, boring surveys. How can we change?

In their book Super Freakonomics, Stephen Levitt and Stephen Dubner discuss a common problem facing hospitals, doctors not washing their hands as often as they should. In 1999 the Institute of Medicine estimated that between 44,000 and 98,000 Americans a year die from avoidable hospital errors. The leading cause of these errors was wound infections, easily prevented by doctors washing…

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