Archive for the ‘questionnaire design’ Category


Consumers aren’t computers

In customer insight,market research,market research fieldwork,questionnaire design on October 31, 2013 by sdobney

Looking through some data for an academic survey into American citizen’s beliefs in conspiracy theories the other day, it was striking that the academic in question had failed to screen out some odd or strange answers including some deep inconsistencies and some very dubious key pressing patterns. With everything online it’s easy to forget humans provide the answers.

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Musings from Sawtooth/Skim European Conjoint Conference

In analysis,conjoint analysis,market research,pricing,product design,questionnaire design on April 15, 2013 by sdobney

The Sawtooth/Skim European Conjoint Conference took place in Berlin last week with papers and advice on new or best practice in conjoint analysis, hierarchical bayes analysis and related techniques. Rather than trying to follow up on any single paper, these are more musings about how conjoint is changing (or needs to change) in a world of big sample studies and changes to research¬† in general. For instance, I was struck by the relative simplification of conjoint studies in terms of attributes and levels as presented (though not at a statistical level), while more surveys are being run with extremely large sample sizes. Obviously there are moves to newer forms of conjoint (ACBC, Menu-based etc). But that left me wondering if some radical changes to the way we use conjoint are coming/needed… Read More »


Making good quality surveys and conjoint designs

In conjoint analysis,market research,questionnaire design on April 15, 2013 by sdobney

In the past few weeks we’ve run into a flurry of market research surveys and conjoint analysis projects that have clearly been written or created by people who haven’t been that experienced in designing surveys. With standard consumer market research it’s often thought not to be a problem. The relatively small size of the sample versus the total population means that a poorly written or poorly thought through questionnaire can be discarded when the results turn out to be relatively poor. However, for more technical areas like conjoint where the quality of the design is quite critical to the quality of the responses, it is very easy to get wrong results, but not realise, or have enough expertise to know that the results are misleading. And for niche areas, like business-to-business, where the available contacts are small, poor questionnaires can drive customers potty, so much so that it becomes impossible to collect further data. Read More »


Advances in internet surveys and questionnaires

In market research,questionnaire design on April 3, 2013 by sdobney

It’s fair to say that most of the online surveys and questionnaires that are found on the web are still deeply fixed in the form and structure of a paper-based questionnaire, essentially just a translation of what would be done on paper onto screen. There are advances from being computer-aided, like automatic routing and error checking, but by and large the style of most questions is like it would be on paper (though there are still relatively amateur all the questions on one page versions around). This paper-basis doesn’t have to be the case online. We can ask questions, or find things out in different ways and design surveys in ways that are more natural than the straight linear paper version, or that allow for assistance, or for group working for instance.

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