When and How to Use Bipolar Scales

When and How to Use Bipolar Scales

Bipolar scales such as Completely dissatisfied to Completely satisfied tend to be overused and misused in survey research today and can often be replaced with unipolar scales such as Not at all satisfied to Completely satisfied. And even when bipolar scales are more...
The Case for 5-Point Unipolar Scales

The Case for 5-Point Unipolar Scales

As teams assemble questionnaires for us to review, these draft survey instruments often end up with a mishmash of scales, with different questions having scales with three, four, five, seven, eleven, or more items, as everyone incorporates their favorite scale. One of...
Rating Scales to use when Writing Surveys

Rating Scales to use when Writing Surveys

An easy way to follow the best practice of using 5-point fully-labeled unipolar scales when writing surveys is to use common rating scales like the following. Common Unipolar Scales Frequency: Never, Rarely, Sometimes, Often, Always Importance: Unimportant,...
Conducting C-Suite Surveys in 2021

Conducting C-Suite Surveys in 2021

When I first started out in research, we would conduct executive interviews face-to-face. I would often both cold-call the executives in advance and then travel and do the interviews. Two of my favorite CTO interviews occurred when I was transferred to England for a...
The Questions that Leaders Should Ask About Data

The Questions that Leaders Should Ask About Data

At the Insights Association NEXT conference yesterday, Andrea Jones-Rooy of New York University shared some perspectives for the questions that leaders should ask when working with data scientists. As Andrea showed in her Venn diagram, where traditional researchers...
Asking Too Much

Asking Too Much

Respondents will answer the questions you ask, but they may not spend the effort to be accurate. For some questionnaires, it’s simply not possible. For instance, we were asked to run a matrix of 40 attributes about 8 brands (that’s 320 questions!). The kicker was that...