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Rebecca Quarles
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Blog: How Trashing the Rating Scales Can Lower The Boredom Quotient and Make Your Branding Studies More Effective by Rebecca C. Quarles, PhD
Published 01/12/2016
Branding studies show clients their brand’s relative position in the market and provide rich detail on the competition. But all that rich detail has a price – questionnaires that are long, repetitive, and boring. And that often leads to respondent disengagement, break-offs, and low quality data.Those of us who conduct branding surveys need an alternative to rating scales.
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