market research

Net Promoter Score: the market research industry’s equivalent of the Atkins diet?

There always seems to be a healthy appetite for the next fad diet (pardon the pun). People’s desire to get slimmer outweighs (another pun, sorry) any cynicism that might have been built up through failures on previous diets. We’re constantly looking for the quick fix, the silver bullet. The only proven long-term way to get slimmer is to lead a…

Using SurveyMonkey: Give people space to answer open-ended questions

A key aspect of designing open-ended questions that is sometimes ignored is the comment box that is presented below the question. The size of the box guides respondents’ expectations as to how long their answer should be. Small boxes suggest that only brief answers are sought which could mean missing out on respondents’ full thoughts. Boxes that are too big…

Using SurveyMonkey: Randomising and rotating answer lists

1. Log in to SurveyMonkey and click on the survey you’d like to work on from the “Active Surveys” list. This takes you to the “Edit Survey” screen. 2. Find the question where you’d like to rotate or randomise the answer list and click the “Edit Question” button for that question. The following window should appear:    3.Scroll down to…

Avoiding response bias due to answer order - randomise and rotate

How does answer order result in bias? As discussed in our previous blog on the importance of balancing scales, response bias can be caused by the order in which answer choices are presented. As an example here’s a simplistic question asking respondents why they use their first choice supermarket: And why is this supermarket your first choice? Please select all…

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