Angels and Demons: Is your survey penalizing the right people?
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Transcript of Angels and Demons: Is your survey penalizing the right people?
Festival of NewMR 2013 – Main Stage
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Angels and Demons: Are you penalizing the right people?
Annie Pettit, Chief Research Officer
Peanut Labs
Canada
Festival of NewMR 2013 – Main Stage
Raise your hand if right now you are…
04/11/2023 2
Festival of NewMR 2013 – Main Stage
Lazy Bum Larry
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Good Faith Gail
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Method to our madness
• 8000 people answered a survey
• Every survey measured against each of 30 data quality measures
• Calculated number of errors for each person (from 0 to 30)
• Grouped people into Angels and Demons based on number of “fails”
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Festival of NewMR 2013 – Main Stage
Are responders angels or demons?
23%
77%Zero errors
One or more errors
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1 Red Herring
• 5.8% of angels chose 1 red herring
• 14.5% of demons chose 1 red herring
Why?• Sounds like a brand they know• It IS a local brand they know• Babies biting ankles
(
1
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2 Red Herrings
• 1.4% of angels chose 2 red herrings
• 40.2% of demons chose 2 red herrings
Why?• They didn’t notice it. Twice.• They aren’t reading it. At all.• They need to finish it. NOW!
Festival of NewMR 2013 – Main Stage
Tier 1 Speeding (<50% of the mean)
• 8.4% of angels speed • 40.7% of demons speed
Why?• They’re computer literate.• They read well. Really well.• They know surveys. Really well.
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Tier 2 Speeding (Fastest 1.5%)
• 0% of angels speed • 28% of demons speed
Why?• They’re good at clicking.• They aren’t reading. At all.• They know surveys. Really well.
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Straightlining
• 14.2% of angels straightline
• 60.7% of demons straightline
Why?• Every item was phrased the same way• It’s their true opinion
(
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Good vs. Bad Grids
• Tastes great• Looks appetizing• Smells nice• Well packaged• Interesting logo• Pretty colours
• Tastes terrible• Looks appetizing• Smells strange• Well packaged• Odd logo• Pretty colors
What is your level of agreement with each of the following statement? This product:
Strongly Agree
Somewhat Agree
Neutral Somewhat Disagree
Strongly Disagree
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Straightlining on A Good Grid
• 2.8% of angels straightline
• 58.4% of demons straightline
Why?• They aren’t reading. At all.• They know surveys. Really well.
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Rank From 1 through 6
• 7.9% of angels rank incorrectly
• 50% of demons rank incorrectly
– Choose same number twice– Choose numbers outside the
limits– Straightline
Why?• They aren’t reading. At all.• They click really well.
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Contradictions
• 28.4% of angels contradict themselves only once
• 39.5% of angels contradict themselves twice
• 7.9% of demons contradict themselves only once
• 73.8% of demons contradict themselves twice
Why?• Because it’s a valid answer• Babies biting ankles
(
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Verbatim Length
• 0.9% of angels share less than 10 characters
• 56.5% of demons share less than 10 characters
Why?• asdf• aaaa• don’t know
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Non-traditional behaviours
• 12.5% of angels buy non-grocery items at grocery stores
• 37.4% of demons buy non-grocery items at grocery stores
Why?• Because it’s a valid answer• Babies biting ankles
(
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High Incidence Awareness
• 3.5% of angels knew <3 of 8 big name brands
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• 48.1% of demons knew <3 of 8 big name brands
Why?• Immigrants• Non consumers• Non shoppers
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Conclusions
Angels don’t exist
Perfection doesn’t exist
It’s not fair to expect perfection from responders
acting in good faith
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Conclusions
To Penalize Angels:• Use 1 red herring• Use only positive grids• Measure only one or two
contradictions• Don’t permit 1 or 2 mistakes
To Penalize Demons:• Use 2 red herrings• Use mixed grids• Use a rank question• Measure short verbatims• Focus on multiple mistakes
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Thank you!
Contact me with any questions.
Annie Pettit, PhDChief Research OfficerPeanut Labs
twitter.com/LoveStats
facebook.com/AnniePettit
ca.linkedin.com/in/AnniePettit
Festival of NewMR 2013 – Main Stage
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