As a tool, the survey is a cost-effective means of uncovering the insights which can be used to inform decision making. However, like all tools, there are issues that have to be resolved for it to do its job properly. Survey response rates are highly variable and subject to the impact of numerous extraneous factors. There are several steps that can be taken to support higher survey response rates, but first, let’s take a look at how response rate is calculated….
Are dichotomous questions useful in marketing research? The answer is both yes and no. By definition, a dichotomy has two parts. In the framework of survey design, dichotomous questions have two possible answer choices. The most common being the Yes/No dichotomy. Other options include:
True/False or Male/Female; Up to 45/45 and over
This question framework is appropriate for factual reporting, but can be used inadvertently in a leading manner….
We live in an age of the do-it-yourself mentality. This DIY focus is what home improvement stores such as Lowes and Home Depot have built their empires on. The same is true for the countless auto parts stores catering to the DIY guy (or gal). The thought process of why bother asking someone else when I can do it myself has crept into the marketing arena and thanks to the plethora of low-cost online survey platforms DIY has entered the marketing research world….
As a market researcher, I am always curious about the impact of marketing activities and purchase behavior. In short I wonder if our activities cause people to purchase our products and services. The notion of causal analysis goes back some time in the area of social, economic and business research. Our colleagues in the physical and life sciences have a much easier time asserting that X causes Y….
In recent posts, we examined the nature of the data types available to consumer or B2B market researchers including; nominal, ordinal, interval and ratio. The latter two categories allow the user to generate mean score or averages as part of their survey data analysis. Working with means gives the researcher access to a wealth of multivariate statistics, but mean scores are not without their issues….
Surveys are effective at collecting data. However, insights develop after the fact and arise from the analysis we subject the data to. One of those techniques currently on my favored list is the tried and true analysis of variance (ANOVA).
If we are collecting metric data with our surveys, perhaps in the form of responses to a Likert scale, the amount spent on a product, customer satisfaction scores, or the number of purchases made then we open the door for analyzing differences in average score between respondent groups….