That John Martin

Tom Anderson reports on some of the new panel quality tools from Peanut Labs and MarketTools and lays down the gauntlet on unreasonably long questionnaires.

Secondly, with professional respondents gone, who will take the 45 minute surveys some researchers like to field? First of all let me say I think anyone who tries to field a 45 minute survey, only to reduce the data later with factor analysis, should be ashamed to call themselves a researcher. If you know what you are doing you should be able to design a good 15 minute segmentation survey. However, some consultants and end clients seem to think volume of data is more impressive than quality of data. This may be one of the best possible outcomes from this new technology, that no one will ever again be able to field a 45+ minute survey.

Good discussion thread at the bottom of the post, too.

This entry was posted on Monday, June 9th, 2008 at 9:52 pm and is filed under uncategorized.