The Myth of Margin of Error
Margin of error as popularly understood overstates the reliability of research results in at least three key ways, because it ignores other sources of error.
Measurement Matters: Insights from PR Council and AMEC’s Industry Survey
We surveyed agencies and brands about their measurement practices.
Setting Goals for PR Surveys
Goals for newsmaker surveys focus your efforts and save you time and budget. Common goals might serve either the long term or short term.
10 Tips for Questionnaire Design
When I’m reviewing a questionnaire, here are the top 10 things I remind my co-authors: Keep the respondent in mind – Write from their point of view, think of question order as a conversation, explain jargon, give them lists of choices that apply to them and allow them...
Using AI to Eliminate My Job
For ten years, I’ve been training an AI to do my job. Since I couldn’t hit up the neighborhood Jawas to buy an off-the-shelf droid, we have had to build our own AI. So far, I’ve broken up my job into 2,725 tasks, of which we’ve implemented 1,161. These tasks have...
Order Bias Is a Larger Source of Error Than You Think
Randomizing choice lists is one of the easiest ways at your disposal to greatly improve the quality of your survey data.