How to Reveal Your Customers’ Priorities With Conjoint Analysis

However well informed marketers are about their audience segments, the real factors that affect their decisions can sometimes feel like an unfathomable mystery. If only we had a crystal ball to tell us what people want from our product, and how much they’d be happy to pay for it. Crystal balls are in short supply,…

How to Show Only Relevant Survey Questions Using Logic

The path to completing a survey isn’t always linear. Sometimes there are hidden passages, trap doors, and secret rooms that only a few respondents need to access. When you want to make sure your respondents only see questions that are relevant to them without cutting vital questions out of your survey, you need skip logic….

How to Measure Attitudes With Semantic Differential Questions

Semantic differential questions allow for measuring the attitudes or feelings of your respondents that might not be revealed through traditional survey question types. It sounds complicated, but setting up a semantic differential question is simple, and offers big payoffs in data confidence. When to Use Semantic Differential As an example, let’s say we’re conducting an…

How to Make Longitudinal Studies Work For You

Longitudinal Vs. Cross-Sectional Studies In the world of data collection, there are two primary methods of gathering information from respondents: longitudinal studies and cross-sectional studies. Both have their place, but cross-sectional studies are the most common use of survey software. This is understandable, as longitudinal analysis takes careful planning, considerable effort in execution, and consistent…

Recording States into Regions with SPSS

Often when conducting surveys, you would like to slice your data in regards to specific territories/regions. This can be achieved manually sorting your data and creating groups however; syntax can speed up the process and be reused over and over. In the example below I’m recoding the State variable provided by SurveyGizmo. (Incidentally, SurveyGizmo is…

Likert Scales and One Number Reporting

Last time I talked about reporting matrix data in “Discovering Different Ways to Report on Matrix or Table Data”. In that article, we found that a matrix of Likert scale questions is a useful survey question and we explored ways to report the resulting data. Now, we’ll look at what happens when we add another…

SPSS Analysis Tips: The Temporary Command

Working as a research supplier can be challenging, especially when the client is a large company with many decision makers. Most of my clients are senior-level business managers that have a preferred way to view data (Mean, Top-2 box, Top-box, Bottom-3 box, etc.) In fact, it is rare that I don’t have to create the…