Tag: market research

Surveys Room 101: My pet hates about surveys

As an experienced survey designer I often see questionnaires that frustrate me in some way, be they too long, too complicated or just designed without any regard for the respondents who are asked to complete them. I try not to let these frustrations affect my mood. However, there are some relatively minor, but recurring, issues that anger me to the point…

Knowing nothing about your client's business could be an advantage

In his book Seeing What Others Don’t, Gary Klein describes how true insights are transformational. They change how we understand, act, see and feel. As insight professionals how can we maximise our chances of producing insights that really make a difference? Perhaps Steven Levitt and Stephen Dubner (best known for writing Freakonomics) have the answer in their most recent book…

Why are we weighting? A basic introduction to the concept of weighting

Often, data collected from surveys isn’t exactly representative of the target population even in those instances where quotas have been applied (see our blog on how to get representative samples for more on quotas). Weighting is a statistical technique that can be used to correct any imbalances in sample profiles after data collection. Imagine we have a target population that is evenly split…

Designing surveys for children

Quantitative surveys can be used with children aged 7 and above but extra care needs to be taken to ensure that questions are understandable and answerable. The golden rule of considering respondents when constructing questions is even more pertinent for children’s surveys. There is an obvious difference in cognitive ability between adults designing the surveys and children completing them; a…

Should you really be using an email survey?

In today’s research world online surveys via email, conducted using customer lists or dedicated research panels, seem to be the default option. Speed, cost and convenience often mean they are the best route but sometimes alternative data collection methods can be superior. Below are some factors to consider before deciding if an online email questionnaire is right for your survey:  …

Think like a fox: Avoiding the direct approach to questionnaire design

The ancient Greek poet Archilochus was attributed with saying “The fox knows many things, but the hedgehog knows just one big thing”. Hedgehogs move slowly and directly to where they want to go, leaving them vulnerable to death caused by predators and motor vehicles. Foxes, on the other hand, move quickly and tend to dart all over the place looking…

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