Managing Respondent Cognitive Load
True or false: The more complicated and longer a survey we write the smarter we seem and the better data quality we get back
What is false.
Key to good data quality are short, focused surveys with clear research objectives and survey questions
Measures customer loyalty and satisfaction to a product, service, or company
What is Net Promoter Score (NPS)
Tyton team that pulls contact lists from MDR and does a whole lot of other stuff
What is Market Research Plus One
Question type that estimates demand at different price levels and ideal price for maximizing revenue
What is Gabor Granger
True or False: It is better to repeat simple question types in a survey than to put many different types of questions in a survey
What is true.
Repeating simple question types contributes to respondent learning and faster pacing.
Measures how customers value different attributes of product design, pricing strategy, feature prioritization
What is a Conjoint
Tyton standard incentive card provided to internal survey respondents
What are Amazon gift cards
One method for reducing order bias or position bias for respondents picking answers in a survey
What is response choice randomization
Ideal number of answer response options per question
What is five to ten
Determines price setting and adjustments using four standard questions
What is a Van Westendorp
Tyton's trusted survey panel provider
What/who is Veridata
Any one of several considerations for determining an appropriate sample size
What are:
Population size
Margin of Error (Confidence Interval)
Confidence Level
Response Rate
Time and Budget Constraints
Survey Objectives
Avoid any of these language pitfalls when writing survey questions
What are: double-barreled items; jargon; consultant-speak
Measures emotional attitudes towards a specific product, brand, company or concept on a scale with impactful opposing phrases
What are Semantic Differentials
Queen of the prompt incentive ordering and the other person who should also be cc'd on all incentive requests
Who are Esther and Natasha
True or false: On survey scales we must put words next to each scale point
What is False.
Reducing word count in surveys is extremely important to reducing cognitive load and moves respondents faster through the survey.
Maximum recommended parent and student audiences VOC survey length
What is 10 minutes
Unofficial "Natasha" name for closed open-ended item that allows a respondent to describe a concept in their own words with the support of guardrails
What is the People Magazine question
Typical response rate to survey outreach for Tyton internal sends
What is 1-3%
What is easier for survey reviewers to follow in a survey template: Display logic or administered to?
What is administered to