Modern Metrix

Statistics in Market Research: Common Pitfalls and Mistakes (Vovici)

Great post on Vovici blog on common mistakes that market researchers make when using and reporting various statistics.

Free Book on Social Media Measurement and Analysis

Great FREE book on Social Media Measurement and Analysis from Radian6  http://bit.ly/cm8pS1

SSI: Study of the Effects of Survey Length on Fatigue and Response Quality

The PDF report of the new study by SSI on the relationship between the length of online survey and the quality of responss is now available on Research Voice web site (free registration required). The major findings: 

• Survey length does not affect the response rates
• Most drop-outs occur in the middle of the interviews, and longer surveys do not necessarily have higher drop-out rates
• Repondents tend to speed up the responses and pay less attention to the questions as they get tired, and as a result, the longer surveys yield data of lower quality.