Census Regions – What it means for Hispanic Sample

Census Regions

Census regions are probably the last thing you think about when procuring Hispanic sample. Language, acculturation, and country of origin are likely at the top of your list. However, census regions are linked to all of the above. The Hispanic population distribution in the U.S. is considerably different than the rest of the population. For […]

Sampling and Other Considerations for Mobile Research

In a prior post I highlighted an interesting statistic – for any given project market researchers can now expect up to 40% response on smartphones. This percentage will continue to increase. The question then becomes one of what do we know about mobile responders and can this be applied to our sampling plans? First and […]

Top 2 Box Score – Avoid the Pitfall

Recently when giving my desk a much needed cleaning I came across an article by Jerry Thomas with the firm Decision Analyst. His whitepaper focused on the use of the top two box score as a measure for conveying scores to survey scales. The top box score is the sum of percentages for the top […]

How secure is your customer base

With all the talk of data security as of late, it is important that we address another aspect of security – namely customer security. Loyalty is a concept marketers have spent considerable time and resources attempting to understand and master. This has been going on for as long as there has been competition. As a […]

Finding the right balance

Likert scales and other questions designed to measure attitudes, such as satisfaction, are ubiquitous in marketing research. They have their uses that is for sure, but there are a few caveats one should be aware of. In this post we will start this review by looking at number of scale points. As researchers we have […]

Going Mobile – when to deploy mobile surveys

Mobile Survey

Recently I heard the average smartphone user is never more than three feet away from his or her phone. There is no judgment on this, but it does play into our need as consumer and B2B market researchers to expand our thinking on how we deliver surveys to respondents. Multi-channel research involves leveraging two or […]

The art, and science, of measuring agreement

Even those new to survey research have been exposed to the ubiquitous Likert scale. This question format and the strongly agree to strongly disagree framework is a staple in the pantry of questions we regularly use on surveys. In the years I have been involved in constructing surveys and teaching market research I have seen […]

Excerpts from the New Book: Web Survey Methodology

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Portions of the following are excerpted from Web Survey Methodology by Mario Callegaro, Katja Lozar Manfreda and Vasja Vehovar (2015). London: Sage. Web surveys appeared soon after the Web was launched, at the beginning of the 1990s, and today they are the prevailing mode of survey data collection. With them, it has become very easy to […]

Survey Length vs. Data Quality

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What does survey length have to do with data quality? This is a question being asked more frequently in market research circles. It is certainly a topic I have devoted much time to, for the simple reason that lengthy and complex surveys make it more difficult for all researchers to collect valid and reliable data. […]

How Language Proficiency Can Impact Survey Response

Just when it started to feel as if it was going to be a boring summer, Annie Pettit of Peanut Labs stepped up to the microphone at this year’s MRA Insights and Strategy Conference and stole the show. Okay, so it might not have been that dramatic, but Dr. Pettit did share some fascinating insights […]