As you may be aware, university business and other schools often need practicums or projects that can expose their students to real world problems. The students then seek to understand and to generate answers to those problems, based on their course.
We recently worked with a group of Deakin University students on a project to assess the effectiveness of different types of scales commonly used in market research surveys. This was to update work we’d undertaken on emoji scales in 2011.
The group (Gurmehar Kaur, Saneya Majeed, Dala Kasr, Nivi Chand) survey scales project produced work that was of publication standard and you can see it at https://researchsociety.com.au/news-item/19977/from-words-to-emojis-which-response-format-best-captures-public-opinion
The article evaluates the strengths and weaknesses of different survey response scales. It discusses numeric, word-labelled, emoji, and number-word formats in terms of reliability, clarity, and practicality. And as you may expect, it provides key recommendations to help researchers select the most effective format for their audience and survey objectives. And still, avoid using emojis!
If you’d like to know more,
Call Philip Derham on 0414 543 765,
Email him at derhamp@derhamresearch.com.au or use the
