Tag Archives: design

Does your scale have a tipping point? Questionnaire Design

March 20, 2012

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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 a point on the scale that […]

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A Question of Scale: Thoughts on Questionnaire Design

March 12, 2012

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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 advantages include: the ability to one number to summarize the result. Yes, there are […]

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Common survey pitfalls… too long

February 18, 2011

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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 ask/ purchase more things. […]

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