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wilcoxon rank-sum test Archive

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28

October 2013

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Using “Research on Research” to Improve Market Research Survey Design

Written by , Posted in Research Methods

Market researchers rely on a variety of ways of obtaining information from respondents who complete online surveys. Some survey methodologies are very similar to each other, attempting to collect the information in different ways. Recently we evaluated two methods of ranking attributes: the drag and drop method compared to numeric entry. We investigated two aspects of each of these: Did these methods provide us with different results? Is one method more appealing to respondents compared with the other? We sought to understand whether one of these methods was better than the other as way to increase respondent satisfaction (and thus future response rates) without a change in the end-result of the data. (more…)