Recently, L&E Research hosted a webinar with guest speaker David F. Harris, Founder of Insight & Measurement. David is the author of, The Complete Guide to Writing Questionnaires: How to Get Better Information for Better Decisions.

(Click here to view the recording of David’s Webinar.)

David wrote his book to address the following concerns about market research and questionnaires:

• Research is rarely organized to support decision making
• Often, no qualitative research is conducted prior to questionnaire development
• Questions are often unclear, biased, or not answerable by the respondent
• Questionnaire pretesting is not practiced widely enough

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Can you observe the future?  What about the past?  Can you observe something you haven’t seen?  Watching a movie or reading a book can let our brain contemplate these issues – but not experience it.  So until recently, the answer has been mostly ‘no’.  Observation has always been about what is happening now, and other qualitative techniques have been about “what would you do if....”.

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