Jul
27
A Quick Fix for Faulty Surveys
Posted in: Uncategorized
Surveys rarely, if ever, provide a direct window into consumers' minds. A host of biases exist that can lead to errors in measurement or inaccurate responses. Yet even when a question's meaning is transparent to consumers, another insidious bias can emerge in surveys: response substitution. Eliminate this, and you'll uncover brand-perception truths you never knew existed.
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