Research Tips

  • The Response Process, Part 4: Mapping

    By jessicabroome on June 24, 2013
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    Welcome to part 4 of the response process model: mapping.   Encode –> Comprehend –> Retrieve –> Map –> Report A respondent could understand your question (and remember the answer), but not be able to place their response in any of the categories available to them. My favorite example of mapping difficulties came when I worked administering a survey to drug addicts about their use.  For each drug they […]
  • The Response Process, Part 3: Retrieval

    By jessicabroome on June 10, 2013
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    This is the third post in my series of real life examples of the response process model in action.   Encode –>Comprehend –> Retrieve –> Map –> Report If respondents know what happened and understand what is being asked of them, you’re already on the right track. This brings us to stage 3: Retrieval. Respondents have to remember their experience in order to accurately answer a question. Ideally, […]
  • The Response Process, part 2: Comprehension

    By jessicabroome on May 27, 2013
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    This week I’m continuing my series depicting Tourangeau, Rips, and Rasinski’s response process model in action.   Encode -> Comprehend -> Retrieve -> Map -> Report Last week I wrote about encoding: people can’t answer a question about an event unless they know that it happened. Once we’re sure that respondents know what they’ve experienced, we need to be sure that they know what the question means. Here […]
  • The Response Process, part 1: Encoding (or If I Don’t Know, I Can’t Answer)

    By jessicabroome on May 21, 2013
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    I’m trying to keep this blog as practical and non-academic as possible, but one thing I learned at school that I still apply in every questionnaire I write was the Response Process Model, developed by Tourangeau, Rips, and Rasinski:   Encode –> Comprehend –> Retrieve –> Map –> Report Each of these phases is critical to getting quality data, so today I’m kicking off a 5-part series […]
  • Test the Water Before you Jump: The Importance of Pre-testing

    By jessicabroome on May 3, 2013
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    I’m always surprised (and frankly, a little alarmed) when clients don’t want to pre-test a questionnaire. This strikes me as a little bit like launching an ad campaign without testing the content. Maybe scarier: you could make all kinds of decisions based on data that came from questions that your respondents didn’t understand or couldn’t answer. Pre-testing can take many forms, but […]
  • Storytelling with Data

    By jessicabroome on April 22, 2013
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    “There is always a story in the data—you just have to find it.” This simple advice from an old boss got me through last week, when I got a desperate call from a client I hadn’t worked with for awhile.  The problem: “We’re working on this report, but right now it reads like we’re just dropping a ton of numbers […]
  • Open Ended Questions: A Cautionary Tale

    By jessicabroome on March 22, 2013
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    When I teach Survey Design Boot Camp, I like to remind students that open ended questions are like a box of chocolates: you never know what you’re going to get. I once had a client who wanted to ask 1,000 Americans: “Where do flowers come from?” She wanted to prove that people didn’t know that the US was a major source […]

All material copyright 2014-2016 | Jessica Broome Research | Portrait photo by Sarah Hodzic, Blink Photography