Purchases and referrals are two closely tracked company metrics. If you can predict the extent to which people will purchase and recommend, then you will have some idea about future revenue and growth. Much of that forecasting is done through surveys using behavioral intention questions. The behavior for purchasing is, of course, actually buying something.
Choosing furniture, whether you’re moving into a new home or just updating your space, can feel like a daunting task. Spending hours browsing one furniture store after another may be overwhelming and time consuming. Many shoppers are skipping the brick-and-mortar furniture stores and turning to the web in search of stylish and competitively priced furniture
For publicly traded companies, it’s not enough to be profitable—you must grow your profits. And growth is often driven by acquiring new customers while retaining existing ones. Much of the allure of the Net Promoter Score is its touted ability to be a leading indicator of growth or a harbinger of receding growth. This is
Changing the number of response options in the survey might confuse participants. Over the years, we’ve heard variations on this concern articulated a number of different ways by clients and fellow researchers. Surveys and unmoderated UX studies commonly contain a mix of five-, seven-, and eleven-point scales. That leads some to express concern. Why are
Adding more points to a scale can increase its reliability and sensitivity. But more points also take up additional screen real-estate space. Imagine twenty or a hundred points displayed on desktop or, even worse, on mobile. One recent digital alternative, allowing for nuanced ratings using the same screen real-estate as a traditional scale, is the
When it comes to collecting numeric ratings in online surveys, there is a definite allure to using sliders rather than the more common numeric scales with radio buttons. It just seems like you should get higher-quality measurements with sliders. Sliders give respondents many more response options, and they appear more engaging than multipoint scales. The
Rating scales have been around for close to a century. It’s no wonder there are many questions about best practices and pitfalls to avoid. And like any topic that’s been around for that long, there are urban legends, partial truths, context-dependent findings, and just plain misconceptions about the “right” and “wrong” way to use and
Numbers are universally understood across cultures, geography, and languages. But when those numbers are applied to sentiments (for example, satisfaction, agreement, or intention), do people respond universally or does a 4 on a five-point scale elicit different reactions based on culture or geography? Many international organizations use similar sets of measures (such as satisfaction or
