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WATCH OUT: SOCIAL DESIRABILITY BIAS AND ‘’OFF’’ PREDICTIONS  A common concern for all pollsters is whether their interviewees are telling the truth. By giving wrong answers, participants may undermine the accuracy and reliability of poll results. But why would anyone do that, other than for being pissed off by intruding interviewers and online surveys? Well, it turns out that even when individuals feel comfortable with taking the time to fill out surveys, they may not feel comfortable expressing their true opinion, especially if this opinion isn’t socially acceptable. What is Social Desirability Bias? Social desirability bias occurs when survey respondents inaccurately report a socially acceptable or favorable answer to present themselves in a better light. It has been argued that the motivation behind social desirable responding may be either self-deception or impression.1 Therefore, social desirability bias shouldn’t be confused with intentional ‘’lying’’. Social desirability bias is one of the limitations of surveys and is different than sampling bias. That is, even when your sample is representative of the population, social desirability bias may skew your findings. Particularly, social desirable responding results in the over reported desirable behaviors and underreported undesirable behaviors. How Does Social Desirable Responding Influence Political Polls? When…

Which survey style suits best with your style? Like many other things in life, not every method of survey suits every goal. There are many varieties of survey style and it is important to find the appropriate one. Surveys can be made using questionnaires or interviews. While questionnaires include more close-ended questions to get a direct response, interviews are more personal and in detail. For more basic purposes such as understanding preferences or likes/dislikes, interviews can be better in more personal and observation related surveys. Questionnaires can be done both on-paper and online. In our current lifestyle, we are always on the rush to be on time as we are multitasking more and more every day. At this point, online surveys stand out among other questionnaire formats as they are easier and less time consuming. Online surveys are also more economic and environmentally friendly. Just by spending 5 minutes at home or at the office, consumers can fill in the questionnaires and help companies develop. While close-ended questions are preferred more in questionnaires, open-ended questions may also be included. In this case, encrypting the answers will take more time and attention. Interviews can be in person, by phone or online.…

A sample is a subset of a population where analysing the population is either impossible or very difficult. In order to collect reliable data, extracting the right sample from the population is a must. “When we sample, we aim to make the sample as representative of the population as possible so that we can draw valid and reliable inferences about the population.“, Bocconi University. How do we find it then? We can consider that each person in a population has the same probability to answer in a specific way. For example, if we choose a random person on the street, the probability of him/her choosing either A or B is equal, which is 50%. It is called Probability sample – the members of the sample are chosen on the basis of known probability (e.g. the same probability of being chosen). However, in non-probability sample – we are not sure about the fact that the element chosen is representative of the population since it was chosen just because it was easy to obtain. For example, if we are conducting a survey on the preferences of Europeans, choosing a sample from Asia, just because it is easier to obtain is not logical…

Introduction to Market Research Market research is the activity of gathering, analyzing and interpreting data about target markets and consumers, their needs and their preferences. It helps companies understand the characteristics, spending habits, location and needs of their customers and learn more about their industry and their competitors. It allows business owners to determine feasibility of a business before committing substantial resources to the venture. Market research is an essential part of business planning process as it provides data to solve marketing challenges that a business will most likely face. It can provide market segmentation by identifying specific groups within a market, and product differentiation by creating identity for product or service to differentiate it from its competitors. These components of business strategy process would be impossible develop without market research. There are two types of data that can be used for market research: Primary – company compiles or hires someone to compile the research for them Secondary – research is already compiled and organized for the company Companies can choose which type of data to use depending on what their product or service is and how much time and money they can spend.For primary research, the targeted group can…