Research Now white paper: understanding respondent scale usage across borders and devices
As a result of the widespread availability of online and mobile technologies, online data collection has become the dominant paradigm in developed markets and is rapidly replacing other forms of survey research in emerging markets. More recently, the rapid adoption of smartphones has made market researchers focus their attention on the potential and limitations of this form of data collection.
In survey research, we rely on scales to help understand people’s responses — whether it be to understand how people perceive brands, their various interests, their intentions or their attitudes. Understanding the differences in opinions is central to market research; however, are these differences really significant?
A respondent’s surroundings (sometimes altered by his or her mood), the cultures or even the actual nature or content of the researcher’s question may cause differences…