Do you know that your survey may be the weakest link in this chain? You rely on survey data to build models of consumer decision-making and behavior, to draw inferences, and to predict response to marketing actions like the introduction of a new product or implementation of a price change. Market researchers often assume, incorrectly, that survey respondents are able to answer the questions we pose, and that “measurement error” will be small relative to other sources of error. Our extensive experience conducting cognitive “think aloud” survey pretests challenges that assumption. In this webinar we’ll cover the latest understanding of the cognitive processes behind survey research and show you cost-effective ways to improve survey data quality through think-aloud pretesting.
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