Scott Smith, Ph.D. is a contributor to the Qualtrics blog.
Articles written by Scott Smith
Demographic survey questions that yield valuable insights
Have you ever noticed how television commercials change based on the program you’re watching? You wouldn’t expect to see a children’s toy commercial late at night, beer commercials during Sat...
How to write great survey questions (and avoid common mistakes)
Crafting survey questions is both art and science. The wording you choose can make the difference between accurate, useful data and just the opposite. Fortunately, we’ve got a raft of tips to help. ...
Customer expectations: 7 Types all exceptional researchers must understand
Customer satisfaction reflects the expectations and experiences that the customer has with a product or service. Consumer expectations reflect both past and current product evaluation and user experie...
How to define your research question
A well-defined, precise research question keeps your business research focused and your results actionable. It’s also a powerful tool for securing buy-in from your workforce and building the busines...
Market Research Example: How Coca-Cola Lost Millions with This Mistake
In the mid-1980s, the Coca-Cola Company made a decision to introduce a new beverage product (Hartley, 1995, pp. 129–145). The company had evidence that taste was the single most important cause o...
9 Key Stages in the Marketing Research Process
I talked earlier about 20 different types of marketing research studies. Once you've selected one that you find interesting ask yourself two questions: first, how can you conduct your own marketing re...
Why do people participate as respondents in a survey?
Marketing researchers often ask the question, but few techniques have been developed to increase participation. The following theories are among those proposed (and studied to varying degrees) as answ...
An astronaut's advice: 6 ways to thrive in isolation and dream big
British astronaut Tim Peake explains how the lessons he’s learned in space can be applied to our o...
By Catherine Thurtle
XM Platform: Fall 2020 updates make XM easier and more powerful than ever
Fall is here, and that means a busy summer for our engineering teams — and an unforgettable one fo...
By Scott Fynn
Preparing your brand for a holiday season like no other
Right now, as brands plan for the holiday season they find themselves at a crossroads, determined no...
By Harry Gough