VOLUME 1, ISSUE 1

Quality Matters

Building a Fraud Fighting Arsenal

As the use of online market research continues to rise, so does the industry's concern about data quality. Market research professionals rated quality of data as the most important attribute in selecting a research vendor. Read what Lightspeed Research is doing about it.

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Migrating an Older Study to Online?

Here's How to Make it a Smooth Transition

If you're thinking about bringing online a study formerly done via telephone or in a mall - large or small, whole or in part - here are the key things to keep in mind, along with information on how Lightspeed Research can help you prepare for the move.

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Ask the Expert

Cheryl Harris, Ph.D.
SVP, Research & Methodology

Question: Our client just brought us a new study that includes young children in the sample. Are there any special considerations in designing a survey that includes kids under the age of 8 or so?

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Lightspeed Tip

The Long List Trap

Long lists of attributes, products to rate, attitude batteries, and the like are common in survey questionnaires. But long grids can be visually intimidating and lengthy lists, in general, tend to be associated with a problem known as "primacy" or "recency" effects, where an overwhelmed respondent simply picks the first or last choice presented.

Take a second look at long lists and see if these can be broken down into more than one question, by re-categorizing the items into more than one list. Also consider randomizing or rotating the items.