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Tag: social desirability bias

The Importance of Scale Selection in Questionnaire Design

It’s widely accepted among market research professionals that scale choice is a critical part of the questionnaire design process. Unfortunately, not all of us have this planning process down pat.… Continue reading The Importance of Scale Selection in Questionnaire Design

Are you sure you’re not introducing bias? (With mini case study!)

As research and insights professionals, we spend a lot of time making sure we eliminate bias from our projects. Why? So that when we deliver our analysis and insights, we… Continue reading Are you sure you’re not introducing bias? (With mini case study!)