CMOs Deem Data, Generating Marketing Talent “Boring”
A good market research manager knows survey results start not with compilation and tabulation, but with questionnaire design. Such activities are as much an art as a science.
A typical dilemma is the use of gate questions, which screen those filling out the survey regarding their appropriateness in answering certain questions. Use a gate, and the respondent base for the follow-up questions will be better targeted, but the survey will be longer, potentially depressing overall response rates.
Beyond this, the response choices offered within multiple choice questions can inadvertently
