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Start with good survey design, if you want good survey data. I recently took a brand awareness and positioning survey in the yogurt category that left me wondering how useful my answers were to the brands in question.

 

First Mistake

 

After some screening questions, I got one about familiarity with different brands of yogurt, the point at which I started questioning the survey quality. In this case, this question used  the following 3-point scale:

 

1. Never heard of

2. Heard of, but never used

3. Familiar

 

Although this…

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