Data Types: Using Nominal Data in Survey Research

Earlier this week, I outlined four types of survey questions, one of which is nominal data. There is nothing marginal about nominal data. In fact the majority of survey...

Unipolar Meets Bipolar

Market researchers may often be considered ‘mad’ by our colleagues in other departments, but when I speak of bipolar and unipolar I am not referring to a psychiatric disorder. Instead my thinking is on scales, those oft employed measurements of attitudes and perceptions that we as survey authors create to uncover what our customers, prospects,


Online Survey Pitfalls: Double Barreled Survey Questions

This is our last post in this week’s series of online survey pitfalls as it refers to how to write a survey. Be sure to review the other four no-no’s for writing survey questions: • Complex questions • Ambiguous questions • Leading questions • Loaded questions Double barreled questions A double barreled question is when


Online Survey Pitfalls: Ambiguous Survey Question Writing

Today we’ll look at how to spot and correct ambiguous questions when writing satisfaction questionnaires. Ambiguity Let’s use the following examples to show different ways a survey question can be ambiguous. Sample Market Research Survey Question Are you asking the survey respondent if they personally did care repairs or took it to a mechanic? You’re