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@PeanutLabsMedia
Leading Questions: Are you in market research?
What industry do you work in?oAdvertisingoEconomicsoMarketingoJournalismSoftware programmer in a global companyoOther
What industry do you work in?AdvertisingEconomicsJournalismoMarket researchMedicineOther
Do you work in market research?oYesNo
@PeanutLabsMedia
Fixing a simple leading question
• No single option stands out
• Let’s not fool ourselves, market researchers will choose how to answer the market research question
What is your career?oCustomer serviceoHealth economistoJournalism and communicationoMarketing analystoMarket researchSoftware programmeroOther
@PeanutLabsMedia
Leading Questions: Do you qualify?
Did you go to the movies in the last month?YesoNo
Have you donated to the Red Cross in the last year?YesoNo
Is your income over $50 000 per year?YesoNo
@PeanutLabsMedia
Fixing a simple leading question
• No single option stands out• Everyone can choose an option
that makes them feel good.
Which of these did you do in the last year?Bought Starbucks coffee for friendsoDonated to the Red CrossoVisited a parkWent to the libraryoNone
@PeanutLabsMedia
Loaded questions: Do you like killing people?
In your opinion, is the death penalty (execution) appropriate for people who have been convicted of murder?oNeveroSometimesoAlways
Have you struggled to sleep at night with the idea that one of those executed people might have been innocent?YesoNo
• You can’t swap sides to fix the question– Are you in favour of
executing serial murderers, cop killers, and baby killers?• Yes• No
@PeanutLabsMedia
Loaded questions: Do you like taxes?
Which one of these would you do to improve fiscal management?oDecrease public transitoIncrease personal taxesoProvide fewer health care servicesoProvide fewer recreational activities
Should increased taxes as part of good fiscal management be approved?YesoNo
• Remove the emotion• Provide multiple issues
together• If you must address one
specific issue, save it for after the unaided section
@PeanutLabsMedia
Loaded questions: Do you like horrible politicians?
Assuming these candidates were running for office today, which one would you vote for?oAmanda MilleroChristopher WilliamsoDavid GarciaoJason JonesoJennifer JohnsonoJessica RodriguezoMelissa BrownoMichael Smith
Would you vote for a political candidate who has a criminal record for the sake of removing an incompetent incumbent from office?YesoNo
• Don’t scoot around the real question
• If you want to know voting intentions, ask voting intentions
@PeanutLabsMedia
Tips For Success
Use multiple choice
Provide alternative acceptable answers
Make sure a desired answer doesn’t stand out
1 Remove the emotion
Get close to the behavior
Do a self-check
2
3
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5
6
@PeanutLabsMedia
Thank you!
Annie PettitChief Research Officer
Peanut [email protected]
twitter.com/LoveStatsca.linkedin.com/in/anniepettit/
Questions about our Sample Services?Jonathan CheriffDirector of Sales & [email protected]
twitter.com/paperbackdadwww.linkedin.com/in/jonathancheriff
