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One of the best ways to get to know your consumers is through the use of surveys. Surveys can be either qualitative or quantitative in nature depending on how the respondent is asked to respond. In some of the cases the researcher may want to garner some statistical data from the consumer or respondent and they would use a Likert scale question. This is a question where the researcher request the respondent to answer on a scale of 1-5 or 1-9. According to SurveyMonkey.com (2014) if you are looking to measure someones attitude or behavior towards your company or product the utilization of a Likert question would be best suited to provide the answer to your question. If the researcher wants to gain better insight to the individuals responding according to SurveyMonkey.com (2014) they can ask open ended questions and allow the respondents to answer in their own words. While surveys can be used in either qualitative or research' class='brand-secondary'>quantitative research its most usefulness resides in mixing the two types to gain a better understanding of the results that the research provides. The mixed method not only provides the how many but the why if used in unison. These surveys tend to hold more validity due to allowing responders to provide not only statistical data but positive or negative insight to why they feel the way they do. One thing a researcher can do is form a focus group and ask open ended questions to this group to gain insight. Once the insight has been obtained the researchers can design a Likert questionnaire to target more specific areas of interest. This creates a better survey instrument and can allow the researchers to obtain the answers to the questions that they originally sought out answers to.
As mentioned above a better un...

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