Should All Scale Points Be Labeled?

To have a reliable and valid response scale, people need to understand what they’re responding to. A poorly worded question, an unclear response item, or an inadequate response scale can create additional error in measurement. Worse yet, the error may be systematic rather than random, so it would result in unmodeled bias rather than just

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How Do You Measure Delight?

In an earlier article, we reviewed five competing models of delight. The models differed in their details, but most shared the general idea that delight is composed of an unexpected positive experience. Or, for the most part, delight is a pleasant surprise. However, there is disagreement on whether you actually need surprise to be delighted.

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Will You Recommend or Would You Recommend?

Small changes can have big impacts on rating scales. But to really know what the effects are, you need to test. Labels, number of points, colors, and item wording differences can often have unexpected effects on survey responses. In an earlier analysis, we compared the effects of using a three-point recommend item compared to an

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15 Common Rating Scales Explained

It seems like there are endless ways to ask questions of participants in surveys. Variety in question types can be both a blessing and a curse. Having many ways to ask questions provides better options to the researcher to assess the opinion of the respondent. But the wrong type of question can fail to capture

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Pros and Cons of Requiring Survey Responses

We all are bombarded with surveys asking us to provide feedback on everything from our experience on a website to our time at the grocery store. Many of us also create surveys. They’re an indispensable method for collecting data quickly. Done well, they can be one of the most cost effective ways to: Understand the

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7 Survey Types to Measure the Customer Experience

Surveys are a relatively quick and effective way to measure customers’ attitudes and experiences along their journey. Not all customer experience surveys are created equal. Depending on the goals, the type of questions and length will vary. While customer experience surveys can take on any form, it can be helpful to think of them as

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Using Surveys to Measure the User Experience

The best way to measure the user experience is by observing real users attempting realistic tasks.   This is best done through a usability test or direct observation of users. You may not always be able to do so though because of limitations in time, costs, availability of products, or difficulty in finding qualified users. Many large

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How to Statistically Test Preference Data

Which design do you prefer? Which product would you pick? Which website do you find more usable? A cornerstone of customer research is asking preferences. A common scenario is to show participants a set of designs or two or more websites, and then ask customers which design or site they prefer. While customer preferences often

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10 Ways to Get a Horrible Survey Response Rate

You’ve worked hard designing your survey, you need data to make better decisions for your product, you need people to answer your survey! Unfortunately, in our quest to squeeze the most out of our precious participants, it gets difficult not to commit some survey sins. Inevitably one or a few of these response rate killers

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4 Steps to Translating a Questionnaire

An effective questionnaire is one that has been psychometrically validated. This primarily means the items are reliable (consistent) and valid (measuring what we intend to measure). So if we say a questionnaire measures perceptions of website usability, it should be able to differentiate between usable and unusable websites and do so consistently over time. With

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