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2011.06.02 19:29:09 | Lavigne

It's spkooy how clever some ppl are. Thanks!

2012.09.03 18:26:51 | Bradley

The problem with not telilng them you are doing a survey is the legal issue. Often people do not like to be tied to their results. They do not want to be singled out or lumped in with a group they do not want to be associated with. Yes, the reliability of the study is indeed a factor. A perfect example would be personality tests. When people take those, they are likely to pick traits that they see as favorable rather than apply to them. Here is where product research and personality tests split ways. Many people are likely to want things to be better than they are. If the ethnography research is directed to what they experience rather than who they are we can get good results in seeing their reaction to the question. Confusing? I hope so. Here is a clearer direction. When we ask someone a question we measure both their answer and their correlation to other answers. We may ask if they would improve the hotel service by say, offering free breakfast, and also by asking how an on site concierge service might improve their satisfaction. While the questions may be unconnected on the surface, they both ask about the importance of hotel features beyond the room. People may be unwilling to talk about their plans while staying at the hotel, but ask about these features and people may be more honest. Sometimes the straightest way to an answer is not the most useful.

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