This allowed certain key questions to be asked more than once and thereby gain greater confidence in those responses and to rotate in a variety of other questions. Only questions with closed-ended answers that can be quickly understood by respondents can be used. Consumer response to this approach was overwhelmingly positive. This compares very favorably with response rates seen for other research methods. On another occasion, a dot poster was used to ask people how they compared this data collection approach to a written questionnaire.
Respondents particularly value two key attributes of the process.
First, it is very fast. Most people answered all four questions in a minute or two. Overall it is believed that the research adds to rather than detracts from the atmosphere in the market. Using the dot poster approach the authors were able to tally responses from as many as 318 respondents in a 3.5-hour period. This broad participation can dramatically alter the assessment of consumer attitudes.