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 […]

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 […]

The Dilemma of Social Media Measurement

bbdo1

[Editor’s Note: The  following post by Michael Wolfe was originally published by and is syndicated with permission by The GreenBook Blog.] Everyone with any sense of what is going on in the field of marketing right now knows that there is almost a mad frenzy about social media, the likes of which we have seldom seen. In […]

Good News for Marketing Budgets…?

budgets

Forbes Insights released the results from a study that surveyed marketing executives on their spending habits and their expectations for the coming year. A significant portion of the executives surveyed reported that they expect budget increases in the coming year. But the part of their organizations in which they expect to see the most growth […]