Best PracticesMarket Research

Principles of Remarkable Research: Part 3 of 20

Remarkable Research Isn’t Just About Asking the Right Questions; It’s About Making It Easy for Respondents to Give You the Right Answers

Remarkable Research isn’t just about asking the right questions; it’s about making it easy for respondents to give you the right answers.

Anyone who designs online surveys quickly learns that to get good data, you need to take a hard look at how you choose your answer options and scales. Avoid over relying on 5-point scaled questions and consider all of the options: semantic differential, constant sum, rank order, even open-end. There are many options, but don’t go too crazy. A patchwork of many different answer options and scales in a single survey becomes burdensome for participants.

[Want to learn more about choosing answer options? Check out the “Ask It Right” class from Research Rockstar. Also available in our virtual classroom on January 23rd and February 16]

[This is the third article in a series of 20 mini-posts titled, “Principles of Remarkable Research.” Don’t want to miss this series? Subscribe to our blog via email or RSS.]


Kathryn Korostoff

Kathryn Korostoff is founder and lead instructor at Research Rockstar. Over the past 25 years, she has personally directed more than 600 primary market research projects and published over 100 bylined articles in magazines. She is also a professor at Boston University, where she teaches grad students how to analyze and report quantitative data.

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