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Data from mixed-mode questions are hard, if not impossible, to interpret accurately.

The first part of this article will give an example of a mixed-mode question and an analysis of how to interpret the results that such as question would produce. As you will see, mixed-mode questions, or scales, should be avoided.

The second part of this article will explore the problem of mixed-mode scales further and use the example from the first part to point out issues related to interpreting the data. We then find a solution to the original, flawed approach.


Subject(s): Market Research
Source(s): MarketingProfs
Author(s): Carey V. Azzara
Posted: 2010-11-23
# Views: 122