If we take a forward-looking view of the world, why conduct surveys at all, asks Roger Green
With today’s tight timelines and even tighter budgets, many full-service researchers have gone on the Atkins diet: no carbs, no qual. Their study is just what they consider the meat: the quantitative research.
As researchers, it’s our job to ask questions. That job should not be limited to the conversations we have with our platform providers, recruiters and respondents.
When you analyze and report survey results, focus on the story you want to tell – don’t assume the questionnaire’s structure is the best for analysis.