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Survey researchers have been debating and researching whether to use dichotomous grid questions (dual-column grid format) or multi-response questions for a while. Both are common survey question types together with rating scales.

 

Acquiescence Bias

 

The driver behind this effort is the search for ways to minimize respondent acquiescence bias. This is the tendency to positively agree with all questions or statements in a survey.

 

Multi-response questions, in which the respondents are asked to select all the options that apply, is a common question format…

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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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The accuracy of election polls has been under fire for quite some time, but more so during the 2016 presidential election. Results from election polls were part of our daily news diet during this period.

Many institutions, from universities to media outlets, jumped on the polling wagon. However, made it very difficult to decide in which one to believe.

Mentions of results from election polls usually included information about sample size and margin of error. Nonetheless, that’s not enough to evaluate their quality.

Comparing election polls is nearly impossib…

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I work hard to minimize memory errors in surveys to gather quality data. Surveys often ask questions about past behaviors, but it is a challenge to do it right.
 
We assume that respondents can give an accurate account of what they did, how often they did it or how much time, energy and money they spent doing it.
 
Unfortunately, our memory fails more than we want to admit. Respondents, often and unintentionally, make memory errors in surveys which lead to over- or understatements of their actions.
 
Factors Affecting Memory in Surveys
 
Some of t…

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