Writing Questionnaires

September 12, 2009
Stacey Mason

Brand Savant features a great article by Tom Webster on using Tinderbox to write questionnaires. Webster, who is VP for strategy and marketing at Edison Research, observes that writing effective questionnaires and surveys can be exceptionally tricky. All of us who have ploughed through endlessly dull market research surveys understand the frustration of irrelevant questions that are obviously irrelevant but that a clumsy script insists must be asked.

Though the article is limited to questionnaire design, it’s quite easy to see how the same practices could be applied to hypertext creation, or even to administering examinations where students are given a list of works and asked to discuss a selection.

Webster will be speaking on using Tinderbox for opinion research at Tinderbox Weekend San Francisco, November 21-22.

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