One thing you must always think about when developing a survey is to encompass all possible responses; this means conducting secondary research (even some qualitative research) to ensure that you are covering everything.  This is more commonly referred to as collectively exhaustive in market research terms, part of the MECE principle.  The results of not Read more

Today, we put together some scaling errors and ways in which scales should not be used. These problems can lead to biased results, unintentional participant error and/or improper analysis.