Rules of engagement: The war against poorly engaged respondents – guidelines for elimination
Steven Gittelman and Elaine TrimarchiMktg. Inc & SampleSolutions, USA
Introduction
Efforts to reduce the number of poorly engaged respondents have become an industry obsession. Various metrics have been deployed to catch the offenders. Straight lining, trap questions, inconsistencies, and other, more esoteric measures have come to the fore. Users of research are creating standards for eliminating the poorly engaged with haphazard results and often subjective criteria. It is our belief that engagement can be measured through simple metrics that are often innate to the...