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When should we ask, when should be measure?
Through a study conducted by Netquest to its panelists, we developed an initial hypothetical approach regarding their navigation; “People perform quite badly when remembering and evaluating their online activities. In particular, the survey questions that involve remembering past activities are difficult to answer because of the limitations of human memory.” The results obtained from the approach of 3 key questions left us surprised with how bad panelist memory really is!
