Imagine you are responding to a survey and you’re asked about a sensitive topic, such as drug use, sexual behavior, racial attitudes, or your income. You might be reluctant to tell the truth and instead respond with what you think is a “socially acceptable” answer. This tendency is called “social desirability bias,” and if you’re not careful, it can bias your data, too.
Emoji’s, thumbs, stars, or sliders are crowding into numbers, response boxes/bubbles, or verbal labels in online survey response options. There is a popular belief that using more media-rich survey response scales will reduce respondent burden and result in increased respondent engagement, higher participation rates, fewer drop-offs, faster survey completion, and higher data quality. While there […]
What were you grateful for this Thanksgiving? Each year I remind myself to be thankful for my survey respondents, who donate their time and give me valuable data for relatively little in return. A survey is a touch point between your organization and a group of people that you are interested in knowing more about. This […]
If you’ve designed a good survey that fits your research needs and you’ve tested it on an appropriate sample of respondents, you’ll end up with plenty of solid data to sift through. But underneath your respondents’ answers, there’s a deeper level of data that can be just as valuable.