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 … [ Read more ]
Content: Article | Author: Carey V. Azzara | Source: MarketingProfs | Subject: Market Research