Tuesday, November 20, 2012

Survey no-no: limited response options

"Coffee break at NARS conference in the late 1970s" via US Nat'l Archives

The following question is from a recent Starbucks customer preferences survey:

How do you prepare coffee at home?

I don't drink a ton of coffee (I'm more of an iced tea kinda gal), but it seems like they are missing a few options here. What about a percolator? The cold-drip method? A cone/sock? Chemex? Pour-over? These methods may not be as ubiquitous as the traditional
drip brewer and trendy capsules/pods, but they are definitely growing in popularity. The survey designers could have easily taken care of this by at least providing an open-ended "other" response option to capture any outliers.

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