Tag Archives: survey design

The “Magic” of the First Question

November 7, 2011

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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 magic of the first question is derived from […]

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Engage me.. don’t just survey me

September 5, 2011

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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 companies is that the survey is transparently too much about the company and […]

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Survey Pet Peeve #1: Forcing me to answer things I don’t know

August 3, 2011

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You have agreed to give up your time to complete a survey in return for some hoped for benefit in terms of a better customer experience and you reach the dreaded question that you can’t answer. Consider the survey I just completed for my golf course. Now, the survey is supposed to be about my experience […]

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Telling a story about the last data point

March 4, 2011

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Imagine, you are in front of an audience presenting findings from the most recent of a series of polls. The number at the end of the series is lower than the previous point in the series. What do you say? The temptation to offer a compelling story to explain the last data point in a […]

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