Tools & Tips

The Fundamental Problem With Our Surveys

The fundamental problem with surveys stems from the fact that few people who write questionnaires have any serious training in the discipline. When I talk with groups who do survey research and ask, “How many of you have a book on your desk on how to write questionnaires?”, few raise their hands, and many can’t

Properly Pretesting the Questionnaire

Pretest your questionnaire with enough respondents per segment to ensure you find and fix any problems with the instrument. Proper pretesting involves interviewing respondents to find out what questions mean to them, how they came up with their answers, and to uncover any problems with the questionnaire. You would use techniques such as those listed