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 | Dec 13, 2011 | Industry News and Trends, Survey methodology
As a society we value norms — how is something compared with the “normal”. School starts it off but throughout our lives we seem to find ways to comparing ourselves to some normal. Even online we have developed measures of how we are doing relative...
by Richard Jenkins | Nov 14, 2011 | Survey methodology
I received four survey requests today and one glaring thing stood out about the surveys. Some companies value my time more than others. In three of the cases, there was no incentive to go online and complete the survey. Nothing. A presumption that I value the brand...
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...
