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Monday, August 30, 2010

Questionnaire design: not so easy.

I'm not teaching Marketing Research this term, so it's unfortunate I can't use this interview.
 
One of the big problems in survey design is asking good questions. Everybody thinks they can make up a questionnaire. Few people have the humility to pretest. What can go wrong? Watch the video.
 
 
Anne Pettit has some good comments, particularly about the high quality of the interviewer.