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….

When considering the type of data needed for a survey question we have several choices; nominal, ordinal, interval and ratio. In addition to the type of data, most survey platforms offer the survey author a wide variety of visual presentations. This post focuses on the use of numerical scales versus ordinal for measuring optimism and other useful constructs….

In marketing research, as well as other forms of social, economic and business research metric data (a.k.a interval and ratio data) are king. Yet as we have seen in other posts there is much that can be done with their lesser kin (nominal and ordinal data). Our excitement as data analysts is piqued with interval and ratio data because they support a full range of statistical tests and transformations….

One could say there is a natural order to things. In survey research, when we think of order we are thinking about ordinal data. The ability to leverage the respondent’s willingness to rank their choices is what differentiates ordinal from nominal data. This steps our analytical options up a notch from measuring simple percentages and modal values….

Nominal data or “name” data is the basic data format we employ as market researchers. There is nothing marginal about this format, in fact, the majority of survey questions are nominal by design. They are categories with numbers assigned to them to facilitate analysis. In most research courses they are introduced as variables such as eye or hair color, a person’s name or the state they live in….

Advertising testing 101
There was a day not long ago that advertising testing involved sitting large numbers of people in a room and showing them ads embedded in pilot television shows with a pre-exposure survey and a post-test assessment following the programming and ad exposure. My how things have changed!
With the advent of online survey platforms, marketers can test multi-media messaging at several points in the advertising creation cycle….