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…
Month: January 2015
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…
- The Austin Research approach to survey design
It's easy to design surveys but very difficult to design surveys well. At Austin Towers ...Read More
- Avoid binary options when writing attitude statements
I've just received a survey from an insurance company that recently provided me with a ...Read More
- In questionnaire design clarity trumps brevity
When designing survey questions two considerations that should be uppermost in your mind are making ...Read More
