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Stub Definition

The responses to the question being tabulated, which run vertically down the left side of a computer table.

A stub in the context of market research refers to a partial or preliminary version of a questionnaire or survey. It includes some of the questions that are being considered for inclusion in the final survey. Stubs are often used for testing and validation purposes before the full survey is developed and administered.

Who relies on stubs in market research?

Market researchers, survey designers and research teams rely on stubs to gather feedback and insights from a small group of respondents. These stubs are presented to respondents to gauge their reactions, understanding of the questions and to identify any potential issues or confusion before finalizing the complete survey.

Why should I care about stubs in market research?

If you are involved in market research or any decision-making process that relies on accurate data collection, you should care about stubs. By using stubs, you can ensure that the questions in your survey are clear, relevant and effectively measure the information you need. This process helps in avoiding errors and biases, leading to more accurate and actionable results.

Why are stubs important to market research?

• The importance of using stubs in market research lies in their ability to improve the quality of surveys.
• They serve as a crucial testing phase that helps identify issues related to question wording, response options and overall survey flow.
• Incorporating stubs can enhance the validity and reliability of your research findings, leading to more informed business decisions.