Not All Scales Are Created Equal:
Constructing Scales that Collect Predictive Data
When developing tools for online market research, there are three main objectives: create scales that are rigorous and robust, meet academic and research standards, and make these tools something that will be engaging and effective on the Internet. Here at TipTap Lab, we found this process to be easier said than done in many ways. We spent three years conducting exploratory research and testing and confirming validity in order to create a tool that provided a better understanding of people.