March 5-6, 2019
Writing a questionnaire is arguably one of the most challenging forms of writing. It is a conversation between you and hundreds – and often thousands – of diverse respondents. The conversation may take 15, 30 or even 45 minutes. Every single question has to be written so that each of these diverse respondents understands each question exactly the same way, can recall the information you are asking about and will answer accurately and without bias. Unlike a live conversation, however, you are not there to clarify ambiguities or keep respondents from dropping out.
Writing a high-quality questionnaire is far more challenging than we admit. Too many of our questionnaires are too long and poorly written, resulting in bias, measurement error, high dropout rates and increased costs. In the end, we misunderstand our customers and markets and often make poor decisions. David F. Harris, author of The Complete Guide to Writing Questionnaires, will present several examples of questions that have problems you probably don’t see and he will show you how to fix them. He will present data from experiments that will show you how to reduce bias and improve your ability to communicate with respondents. He will give you guidelines that you can use immediately to start writing better questionnaires and get better information for decision-making.
We leveraged behavioral data to first identify target audiences. Once these customers were identified, we sent them a custom survey that explored media preferences, content preferences and live journalism formats. [...]
Tuesday | 2:15-2:45 | Room 1
It’s been over two years since Adam Rossow announced, “The qualitative research renaissance is in full swing.” Thanks to advances in AI and behavioral economics, it’s still going strong. Researchers [...]
Wednesday | 10:00-10:30 | Room 5