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Survey & questionnaire design

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Article

This article explores the current thinking and writing on the subject of designing surveys to make the questions most conducive to accurate, useful answers and better quality data.

Article

Provides an overview of optimizing mobile market research, including data about the extent of its use, as well as recommendations and best practice.

Research Paper

This article reports on differences observed when asking a simple polling question in a traditional way—that is, asking respondents for predictions about their own voting behavior versus asking respondents for predictions about a friend's voting behavior.

Article

This article explores the reading around gamification as a research method, the attempt to make surveys and questionnaires more engaging, enhancing both the experience and ideally the quality of data.

Research Paper

This study examines the use of trap questions as indicators of data quality in online surveys. Trap questions are intended to identify respondents who are not paying close attention to survey questions, which would mean that they are providing sub-optimal responses to not only the trap question itself but to other questions included in the survey.

News

NEW YORK: Nearly one in three consumers respond to online surveys on smartphones, and using tools like emojis could boost engagement without hurting data quality, according to a paper in the Journal of Advertising Research (JAR).

Article

How Audience Measurement 5.0 is developing, what implications it may have and how industry players will have to change in order to adopt such methods.

Research Paper

The use of emojis as an alternative to text in mobile surveys has been examined for its potential to improve engagement without reducing data quality.

Research Paper

Royal London, the UK's largest mutual life insurance and pensions company, created the Vulnerability Strategy, which used quantitative research to analyse the impact of vulnerability on its customers.

Article

Growing evidence suggests that recent trends in data analytics and first-party data segmentation have given rise to a problem known as 'survivor bias', where a brand's audience or customer base consists largely of people who have 'survived' its sales and marketing process.

Research Paper

This paper tells the fictional story of a power-hungry Lord who gets inside the heads of his citizens and becomes one with the data in order to secure unconditional loyalty from his people, as a warning of what the industry could look like in 2087.

Research Paper

This paper looks at how Microsoft, the software and technology company, uncovered its real developer targets and gained actionable insights into rapidly changing technical and commercial audiences across industries.

Research Paper

This paper aims to discover 'How long can/should a survey be?' by asking the question to respondents themselves in a web survey implemented by the Netquest fieldwork company in Mexico in 2016.

Research Paper

The main goal of this research is to study the impact on the answers and data quality of making conjoint questions more realistic by introducing some randomised noise into the descriptions of the conjoint levels or by simulating the way an e-commerce website displays products.

Research Paper

Using a web survey experiment, this study examines measurement comparability between two radio button questions (fully labelled and endpoint labelled) with slider questions.

Research Paper

This paper looks at offering a universally applicable segmentation method by encouraging brands to follow a series of best practice steps.

Research Paper

This paper looks at minimising response biases in Asian markets through the use of implicit mobile research techniques.

Research Paper

This paper examines whether the use of split questionnaire design can improve survey response, data quality, efficiency and participant experience in the APAC region.

Research Paper

This paper describes a research method used in Latin America involving automated telephone interviews combined with a semantic analysis of the output.

Research Paper

This article contends that market research in Latin America is not fully utilising the opportunities offered by smartphones to conduct surveys and collect data, relying too much on face-to-face research.

Research Paper

This paper describes research that explores whether consumer decision-making, in relation to shopping across different categories and seven national markets, is influenced by culture.

Research Paper

This paper explores how Etihad Airways, a UAE airline, looked at digital adoption in the Middle East and how it will change understandings of consumers.

Research Paper

This paper describes a survey based on SMS messaging, presenting details of the tests and pilots undertaken, the practical difficulties found and overcome, as well as an examination of the differences found between the CATI and SMS elements of the survey.

Research Paper

Against the theme of this year’s conference, 'Are we there yet? Where technological innovation is leading research', this paper provides evidence-based observations on where technology has led research in the recent past, and where it appears to be leading now.

Research Paper

This paper investigates whether a 'wisdom of the crowd' approach might offer an alternative to recent political polls that have raised questions about survey data quality.