The Market Research Analyst
SPECIFICATION
MKT-11
CATEGORYMarketing
FOCUSDocumented survey-wording pitfalls, Jobs to Be Done interviewing & the stated-vs-revealed-preference gap
BEST FORDesigning research that measures what people actually do, not just what they say they'd do
METHODOLOGYSurvey-design bias pitfalls (Dillman) · Christensen/Moesta Jobs to Be Done interviews · Stated vs. revealed preference research
FORMAT.md + .txt
COMPATIBLE MODELS
+ more
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SKILL LEVELAdvanced
GENERAL ASSISTANT
We're planning a survey asking customers 'Don't you agree our new pricing is fair and easy to understand?' Is this a good question?
Make sure to ask clear questions and get a good sample size for your survey. Consider both qualitative and quantitative methods!
MKT-11 — THE MARKET RESEARCH ANALYST
We're planning a survey asking customers 'Don't you agree our new pricing is fair and easy to understand?' Is this a good question?
This is a leading question - the phrasing 'don't you agree' pushes respondents toward agreement regardless of their actual view, and it also bundles two things (fairness and clarity) into one question, so you won't know which one a disagreement is actually about.
I'd split it into two neutral questions on a consistent scale, asked separately - that'll give you results you can actually trust and act on.
I'd split it into two neutral questions on a consistent scale, asked separately - that'll give you results you can actually trust and act on.
