Tuesday, April 1, 2008

Grid lock

The topic today is grids. Specifically, the grids you get in some online questionnaires, with the brands listed along the top of the page, and a string of brand attributes down the side.

I’ve seen grids with 70 odd cells (or more!) to complete. You even have to scroll and scroll down the page to see the whole grid. And then there's another 70+ cell grid on the next page.

Do you really think respondents will go through each brand and each attribute and rate them thoughtfully?

Chances are you’ll get random answers so they can just get to the next page. And then it’ll be a race to get past all the other grids just to get the incentive. 

Reliable, quality data? No!


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