This post will explain advanced survey logic, but first, let me say that  – every survey has some form of logic inherent to it and  I posit the following definition:
Surveys are an ordered, logical set of questions presented to respondents, who meet basic criteria, for the purpose of informing a broader set of decisions.
As survey authors, we establish the logic used in our surveys….

In consumer and B2B market research circles we are often asked to measure brand awareness and/or familiarity with brands, products, and spokespeople or causes. These two related, but separate constructs, represent the first steps on the pathway from prospect to customer. Awareness should be measured in two ways – aided awareness vs unaided awareness, and that is what we are going to explore in this post….

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….

Causal Analysis
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….