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Are your survey results worthless?
One of the most difficult things about writing survey questions -- and the source of many errors -- is writing questions that ask only one thing. For example, if you ask, "I don't buy Brand A because of Reason B," an "agree" answer is pretty reliable. The problem arises with "disagree" answers -- you won't know if the respondent chose "disagree" because they do buy Brand A, or because they don't buy it for a different reason. I'd like to explore this aspect of writing questions.
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