Crowd Science is revolutionizing audience targeting and segmentation by providing innovative solutions and technologies to online publishers and brands. Companies like Federated Media, Turner Network, Meredith and Everyday Health use Crowd Science's powerful combination of web analytics, targeting capabilities and survey research to improve marketing and advertising precision and increase audience and advertising revenue.
This position paper has been developed to shed some light on the importance of creating a high quality survey questionnaire. Since the inception of the Web, the Crowd Science team has had extensive online survey experience and learned a lot about survey best practices. One of the most important aspects of a survey questionnaire is the response scale. The response scale has a key role in the type and quality of the analysis that can be drawn from your survey research.
Sandra Marshall, Crowd Science VP of Research, explains why the response scale matters.