From the course: Market Research: Quantitative
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Minimizing bias in survey design
From the course: Market Research: Quantitative
Minimizing bias in survey design
- [Instructor] Bias. It's sneaky and it can creep into your survey without you even realizing it. But here's the deal. Bias skews your data, and once that happens, your results, no bueno. The good news though, you're in the planning stage still where there are ways to minimize bias, so let's talk through the five most common forms of bias in surveys and ways to minimize it. Let's start with the most common culprit, leading questions. Dum, dum, dum. A leading question subtly pushes respondents toward a certain answer. For example, what did you like about our new product? It seems straightforward, but it assumes that the respondent liked something. A more neutral alternative would be, what was your experience with our new product? This way, you're not implying any particular outcome, allowing respondents to give their true opinion. Once they answer one way or another, then you can ask more targeted, logic-based questions. Another form of bias is response bias. This happens when survey…
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