Scott Smith

Author Bio

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...

6min read


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. ...

14min read


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...

6min read


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...

9min read


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...

2min read


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...

9min read


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...

5min read