Having a written questionnaire with a survey platform is just not enough anymore for effective marketing research. In fact, it’s really nothing, not even next to nothing.

Survey cooperation rates have plummeted from 43 percent in 1997 to 14 percent in 2012.
Online survey responses rates are even sadder. Some studies show participation rates averaging 2 percent….

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….

Two weeks ago, I discussed Iowa’s prior election polling problems, and why polls in the Hawkeye state are so often wrong. Are Iowan’s late deciders, did Donald Trump skipping the debate really matter, is the method of the caucus outdated, or are there other factors that affected the election. Read More!
South Carolina is very similar to Iowa in that it is inconsistent in choosing the eventual respective Democratic and Republican nomination….

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….