Advanced questionnaire technologies and demonstrations

The objective of advanced question methodologies is to capture more detail from the respondent, or to make it easier for market research participants to provide accurate insights into their needs and wants. Consequently, simple answers may miss key information and factors like selection order and timing are captured within the datafile as are changes of mind and timing (on page and page-by-page).

Non-linear questionnaires

A non-linear questionnaire is one where the respondent decides the order of what they want to answer or select, rather than it being imposed by the linear or randomised nature of the questionnaire itself. For instance, for customer satisfaction the questionnaire shows the areas that can be rated and the respondent chooses what areas to focus on, and in what order. What respondents select and the order of selection can imply importance and therefore acts as latent system of prioritisation.

Collaborative questionnaires for long term studies

Collaborative questionnaires and longtitudinal or repeat measurement with the same individuals. These work in the same way but are different in outcomes. In a collaborative questionnaire, respondents can firstly complete questions on their own, we would then show results or other feedback from other survey participants and then gather additional feedback and comment, so looking at how lines of influence change opinions and which opinions are more fixed, or more fluid, than others.

For a business, trying to change fixed positions is hard, but where opinions are lightly held, marketing efforts will be more effective. The second element to this is repeat studies with the same individual (there are a variety of ways to repeat, roll and match a sample). The benefit is the ability to insert stimulus materials, to test strength of opinion and to see how tastes change directly at the individual level.

New question types

The range of data types that can be captured has increased massively with video, audio, photos, location and tracking. In addition, questionnaires can be overlaid on websites as live ratings and scoring systems by freeing questions from the strictures of the questionnaire format. Our new question types include timers, animations, pop-up sub sections, click-to-rank and type-ahead for easier selection.

Group-based network questionnaires

Fourthly, is the use of these technologies as group-based tools. For instance, in web-assisted telephone interviewing, the interviewer shares the questionnaire with the respondent and can show individualised prompt material such as personalised choices in order to get a reaction. Or in focus groups (or phone-based groups), the group can give answers in private that are then shared in aggregate and discussed without, for instance, revealing who said what.

 

Question types - examples

• Click-to-rank - easy ranking
• Hot-cold (thumbs-up, thumbs-down) unforced choice ratings
• Advanced fly-menu sections for non-linear questionnaires
• Auto-text open end (eg for selecting country by typing)
• Time-based questions
• Max-diff questions (though we think click to rank is easier)
• Sliders (with and without unique values)
• Single-question fly menus
• Drag-and-drop select/rating
• Brand-price trade off and adaptive pricing
• Anchored scales

 

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For help and advice on carrying out projects requiring innovative or advanced survey designs contact info@dobney.com