A Text Analytics Question
How many survey questions are needed? Yesterday's Q&A with BRB prompted an interesting discussions on one of the research related LinkedIn groups I belong to. As a result today I have a semi hypothetical question I'd like to put out to the marketing research community.
Let's assume that a customer satisfaction survey has these four quite common questions:
- What is your likelihood to recommend the brand/product? (10 point scale)
- What is your likelihood to try the brand/product again? (10 point scale)
- What is your overall satisfaction with the brand/product? (10 point scale)
- Please explain why you are satisfied/dissatisfied with the brand/product? (text comment)
If you could predict the average of questions 1-3 (with say 80% accuracy), by analyzing just question Q4, would you bother asking Q1-Q3?
What if together with question 4 and any single one of the other likert scale questions you could predict the other two questions with >90% accuracy, would you still ask the other two questions?