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Satisfaction. Loyalty. Preference.
These are abstract variables that do not have clear definitions nor standard units of measurement. Despite this, market research often pretends they are as straightforward to measure as height. We use a single question - “How satisfied are you with this?” – the same way we might ask “How tall are you?”, and only concern ourselves with how many available answers there are.
Read the full post to learn about the complexities of this simple research question, and potential ways to view the collection and analysis of this information.
When it comes to capturing honest, representative information from respondents about their attitudes, their behaviors, and their feelings, even the smallest of things can risk skewing the results.