Perceptual Surveys menu
If your interviewers ask Perceptual Questions each week, this is where you will add or change those questions. You may have an unlimited number of Perceptual Surveys in your ComQuest system. Each survey may consist of an unlimited number and variety of questions. Only one survey may be linked to a particular Quota tier at any given time, but you can have different Perceptual Surveys active for each tier (if you're testing multiple tiers), as long as you do not choose to qualify respondents for each tier after they finish the Perceptual.
When adding Perceptual testing to your callout, keep in mind the extra time these steps add to the research process:
|•||The interviewer has to ask the question;|
|•||The respondent has to consider an answer to the question;|
|•||The respondent verbalizes their answer;|
|•||The interviewer types the answer on their keyboard (or selects it on screen).|
This is repeated for each question you ask, and adds an enormous amount of time to the screening process. Generally, you could test 2-3 song hooks in the time it might take for one simple question. Keep this in mind particularly if you choose to ask Verbatim questions. Factor in the reduced productivity when determining Incidence rates and Completes for the week.
If there are already Perceptual responses from a respondent for the current test cycle, those questions will be skipped, and the interviewer will only be presented the questions for which there are no answers for this test cycle. If there are no responses from that person for the current test cycle, then a new record is added to the responses file for each question. If the respondent already has a complete set of questions for the current test cycle, rather than see any perceptual questions on their screen, the interviewer will see this message:
Perceptual already completed warning screen
Briefly, perceptual testing allows you to:
|•||Design multiple perceptual surveys.|
|•||Select which of the surveys is active at any given time.|
|•||Have an unlimited number of questions in each survey.|
|•||Build each survey by adding questions, and assigning each question a "sequence" number.|
Use any of four types of questions:
|•||Yes / No / N/A - Each Yes/No question can include specific skip patterns. A Yes response can automatically be directed to a different next question than a No response.|
|•||Numeric – Interviewers either type in or use the spin boxes to select any whole numbers between 1 - 9,999,999.|
|•||Verbatim - Actual responses are typed by the interviewer. Each answer can be up to 512 characters in length.|
|•||Pick List - Interviewers point and click on a response from a pre-loaded list of items.|
Pick list answers can be locked to other pick list questions, allowing the collection of multiple answers to the same question. (For example, three favorite artists. All three answers from each respondent are locked to the same initial question, to produce cumulative totals.)
You may also designate whether or not interviewers are allowed to add items to a pick list. In the case of favorite songs or artists, for example, you may allow them to add an artist that's not already in the list. In the case of specific radio station choices, you may wish to only allow selection from a specific group of answers.
Here are the steps involved in creating and deploying a perceptual survey in ComQuest:
|•||Add the Survey and name it|
|•||Add and order the questions|
|•||Add Pick List(s)|
|•||Add Items to Pick List(s)|
|•||Select the Survey in the desired Quota tier(s)|
Before creating a new perceptual survey in ComQuest, it's best if you first decide what questions you want to ask, and in which order. While this can always be changed, it's easier if you know where you're going and how you're going to get there, before you begin to build your survey. Working from a printed outline or screener will help you in building your perceptual survey so it flows properly.