Tools & Tips

Don’t Assume Regularity of Behavior


Many questions in survey research assume regularity of behavior. Read this question and then look at what two respondents thought when they tried to answer it. Thinking of the past 12 months, how often have you baked a cake? ___ Less than once a month ___ 1 to 3 times a month ___ More than


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Gender Bias in Survey Research?


In the New York Times article, Women and the “I Don’t Know” Problem, Allison Kopicki discusses how males and females may respond differently to the intent of survey questions. She references an idea presented in The Confidence Code, by Kay and Shipman, that men express more confidence than women in terms of their knowledge about


Avoid Costly Mistakes: Seven Keys to Writing a Better Screener


Qualitative research is essential for organizations to understand their customers, and reach their potential. There are many ways to improve the quality of qualitative research—from how we design topic guides to how we conduct interviews and focus groups. One step in the quality process that is often overlooked and taken for granted is screening. Writing