Market Research Questionnaires Over-Rely on Rating Scales

16:13
 
Share
 

Manage episode 196401758 series 1523101
By Discovered by Player FM and our community — copyright is owned by the publisher, not Player FM, and audio streamed directly from their servers.

How many questionnaires do you see that are full of 5-point rating scales? 5-point rating scales can be useful, but there are many other types of scales--and not all scales are rating scales at all. Unfortunately, many people know rating scales, so they default to them. In this conversation, learn about two problems with over-relying on rating scales, and about sources for expanding your scale repertoire. Great questionnaires can effectively measure attitudes and behaviors: but not if you use the wrong scales or use scales incorrectly.

69 episodes available. A new episode about every 11 days averaging 17 mins duration .