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Advertising Age Article Abstract

A Quick Fix for Faulty Surveys

Feed Consumers' Need to Express Themselves

By: David Gal and Derek D. Rucker
Published: July 27, 2010

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. ...

Full Article Word count: 1078

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