by Richard Jenkins | Mar 20, 2012 | Survey methodology
Question scales come in two types: seesaws and stairs. The main point of differentiation of the two ideal-types is the presence or absence of a tipping point. See saws have them and stairs do not. When you are thinking about a scale, you need to ask yourself is there...
by Richard Jenkins | Mar 12, 2012 | Survey methodology
I have a love-hate relationship with the 10-point scale. Although it has considerable advantages over its much smaller cousins, the 7-point and 5-point scales, it also comes with some significant drawbacks. It seems to promise so much to the survey researcher. These...
by Richard Jenkins | Nov 7, 2011 | Survey methodology
In the market research, the first question has incredible magic. Like the first sentence in a paragraph or the first line of a movie, that first question can grab the attention or put the respondent off. In addition it can give us more and better information. The...
by Richard Jenkins | Sep 5, 2011 | Survey methodology
Just completed a post-service call online survey for my auto dealership. While there is technically, very little wrong with the survey, it served to remind me of the critical issues that all business must face when measuring customer satisfaction. The risk for...
by Richard Jenkins | Feb 18, 2011 | Public Opinion, Survey methodology
Sometimes conducting market research is like walking to the store to pick up a few things. The survey (the bag you have to carry home) is better if you fill it to an optimal level but, unfortunately, once in the store you are motivated (by not wanting to come back) to...