Advertising Age Article Abstract
A Quick Fix for Faulty Surveys
Feed Consumers' Need to Express Themselves
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. ...