When and How to Use Bipolar Scales
Consider using unipolar instead of bipolar scales, if possible. When keeping a bipolar scale, use newer formats.
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...