I love Merrell shoes. The sole is like walking on sponges and the designs is really cool. I love Kitchenaid appliances because they look good, they are sturdy, and baking is so much easier. I love Tall Girl clothing because the pants are just the right length and the price is right if you get the sales. I could bore you profusely about even more merits and downfalls of each but unfortunately, I am not permitted to have an opinion of them.
You’ve seen those screener questions. “Do you or any member of your household work in the marketing research industry?” Why is this question so important? Why can’t I answer the survey if I do work in the industry?
Perhaps I am going to steal confidential questions.
Perhaps I am going to try to skew data because I have a competitive client.
Perhaps my opinions will be biased because I understand the purposes of the questions.
Well first, various research codes say I must behave ethically which means no stealing and no biasing.
Second, as I rush through the survey like everyone else who is disgusted with low quality questions and bored with ridiculous questions, I am certainly not paying any more attention to the purposes of the questions than anyone else.
And third, why aren’t my opinions valid? Doesn’t Merrel and Kitchenaid and Tall Girl want to know what one of their most loyal customers thinks? Even worse, since my spouse lives in the same household as someone who works in the marketing research industry, why aren’t his opinions valid? He’s never even heard of a likert scale and would probably stab himself in the heart if I tried to explain it to him.
Besides, if I truly am going to lie and cheat and bias answers, why would I ever confess that I work in market research so please don’t show me your survey?
And if you’re curious, I DO answer competitive surveys (just like you do). My rule is answer every question, except the screener, completely honestly or don’t finish the survey. Just how I’d want to be treated.
- Check Out the Statistical Outlier on my LinkedIn Cluster Analysis
- Why do surveys ask the same question 8 billion times?
- How cool is market research? #mrx Social media research is the new one size fits all
- How to upset me by generating leads with market research surveys
- Data Tables: The scourge of falsely significant results #MRX