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 23, 2011 | Public Opinion, Survey methodology
If you ask us a question, many of us will give you an answer. Perhaps it is arrogance, perhaps it is just trying to be helpful. The answers, of course, are a mixed bag, especially when we don’t allow people the option of begging off on the question. The asker...