Why do we ask respondents to diagnose themselves?
There are so many different techniques and approaches available to the consumer insights professional today. But have we simply lost the ability to do good research, even with all these new options?
With all of the changes happening in market research, we can’t forget the importance of basic skills. Without the basics, all the shiny new stuff doesn’t work.
Online surveys often use sliders in an attempt to spark respondent engagement and relieve the tedium of grids and radio buttons. But in relieving the tedium, you are probably getting biased data.
Before you put any questionnaire in the field, take the survey yourself as a respondent. You’ll be surprised what you find.
Nuance is critical in questionnaire design. One nuance missed by many is the appropriate use of time frames when asking people about their activities.
The Questionnaire from Hell: A Journey into Truly Terrible Research
No matter how you try to dress it up, bad research is bad research