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Consumer perception surveys are notoriously difficult to get right – from what you ask, to who you ask, to how you ask it, there is a lot of room for things to go wrong.
In this episode of Ad Watchers, hosts provide an overview of some of the biggest points to consider when creating consumer perception surveys, such as whether it has an appropriate universe and a representative sample, how to determine if you have a well-designed questionnaire, and how to use these surveys effectively at NAD. Hosts were also joined by Joel Steckel, marketing professor and the vice dean for doctoral education at NYU’s Stern School of Business, who spoke about his philosophy on survey design, the importance of how respondents interpret questions, and the most common mistakes companies make when it comes to designing surveys.
For more information about this episode, read the show notes here.
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