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The decision whether to use dichotomous grid questions (dual-column grid format) or multi-response questions has been debated and researched now for a while as survey researchers are trying to battle respondent acquiescence bias. This is defined as 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 used in surveys that tends to elicit fewer selections in comparison with dichotomous grid questions, in which respondents…

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Start with a 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 questions.
 
FIRST MISTAKE
 
After some screening questions, I got one about familiarity with different brands of yogurt, point at which I started questioning the survey quality. This question used  the following 3-point scale:
 
1. Never heard of
2. Heard of, but never used
3. Familiar
 
Although this scale is not consistent in the terms it uses…

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The accuracy of election polls is under fire. Results from election polls have been part of our daily news diet during the 2016 presidential election. There has been an explosion of institutions, from universities to media outlets, that jumped on the polling wagon in this election year and made it very difficult to decide in which one to believe.
 
Mentions of results from election polls usually had included sample size and margin of error, but that’s not enough to evaluate their quality. Comparing election polls is nearly impossible without knowing the methodology used in terms of…

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Asking questions about past behaviors in a survey is quite common, but also problematic. The assumption is 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. The fact is that our memory fails more than we want to admit. Respondents, often and unintentionally make memory-based errors which lead to over- or understatements of their actions.
Factors that affect memory in the context of a survey include:

The type of event is being asked about
Feelings about and meaning of the event
How often an event has…

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