“We know respondents don’t like grids,” Jackie Lorch, SSI VP, Global Knowledge Management, points out. “They’ve been telling us that for years in focus groups and feedback, but we’ve always thought of grids as a necessary evil in questionnaire design. Now, we’re beginning to learn that not only are grids frustrating for respondents – they actually produce inferior data.”
Here’s a link to the full report.
L0t there to digest. What do you all think?