creating a good survey
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Sampling of individuals from a population with a view
towards making inferences about the population Communication process between the surveyor and a
participant, where the surveyor tries to understand a
subject of his/her interest from the participantsperspective
Can be a questionnaire, 1-1 interview etc.
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Customer retention and satisfaction measurements
Customer/employee profile census
Assess program/product response
Explore unknown interests of the consumers
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Would you like Walmart with less clutter ?
In 2009, Walmart asked this question to its customers
YES was the overwhelming response
Spent hundreds of millions of dollars uncluttering their
stores, removing 15% of inventory, shortening shelves,
clearing aisles
Losses of $1.85 Billion
http://consumerist.com/2011/04/walmart-declutters-aisles-per-customer-request-then-loses-185-billion-in-sales.htmlhttp://dailyartifacts.com/walmarts-185-billon-dollar-mistake
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Came up with the answer first, then asked customers to agree
Walmart paid attention to what people said and not what
people did, and they are more often than not, two differentthings
It was a leading question most people would say yes
(More is better, Less is worse)
Customers wanted less clutter; But they valued choice more
Surveys and focus groups bring out only what's easy to
verbalize and not what is important, Barry Schwartz
http://consumerist.com/2011/04/walmart-declutters-aisles-per-customer-request-then-loses-185-billion-in-sales.htmlhttp://dailyartifacts.com/walmarts-185-billon-dollar-mistake
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Surveys results are supposed to be representative of the
population
Major decisions are made based on such results
Participants time is valuable
Surveys reveal latent / secret needs and demands
Few modes of direct communication Survey is one
among them Make best use
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Establish your objectives
Information Requirements
Neither too broad nor too narrow
Clear objectives will shape your question(s)
Choosing your audience
Should be representative of the population
Minimum acceptable sample size
Irrelevant Audience Noisy data
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Brief, Objective, Simple and Specific
Brevity Shortest question without losing intent
Objectivity Neutrality of the question
Leading, Loaded and Assumptive questions
Simplicity Dont show off; No jargon
Avoid personal Qs wherever possible Age, Income etc. Easy introductory questions; Avoid sensitive questions
Online/Paper Surveys - Use different pages for different
classes of questions Improves the flow of the survey
For more details on intelligent questions, contact the Placements Committee
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Open Ended Free response
What do you think is your greatest strength ?
Closed Ended Multiple Choice Binary, Range, ExactHave you used our product before ?
How many times have you used our product before ?
Ranking / OrdinalRank the following features in order of importance to you
Rating / Matrix
Answer the following questions (1-Strongly Disagree, 2-Disagree,
3-Neutral, 4-Agree, 5- Strongly Agree)
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Used mostly in recruitment process to determine
attitudes/values.
Account for Self-Good Time constraint is a good way to
do this
Prevailing moods/emotions may affect participant answers
For example, in a survey conducted in the US
88% believe they will go to heaven
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Ask concrete questions
Did you enjoy the book ? vs. Have you recommended the book to
someone else ?
Avoid double-barreled questions One question, One focus
The government must take steps to curtail global warming and
terrorism. Do you agree ?
Ask specific questions for more accurate responses
Do you exercise regularly ?
How many times do you exercise in a week ?
How many times have you exercised in the last month ?
Use the right UI components (for online surveys)
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Would you like daily updates to your application ?
Leading Question No one would really say no
Close to 70% of respondents said Yes, while more than 50% of thesame respondents said that internet consumption was top priority
Would you like the new streetlight placed on the left-side or
the right-side of the road ?
Hypothetical Question Too much visualization is needed to make a
proper decision. The user is not an expert on this matter
Have you stopped beating your wife ?
Loaded question
How does one say that he does not beat his wife !!!
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What does the
survey mean by
Okay/Neutral ?Generally, in such
cases, we might see
participants going
for the least
controversial
response
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Correlation vs. Causality
What the customer says vs. What he/she actually does
Sampling Bias / Size of sample
Selective Perception
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http://www.socialresearchmethods.net/kb/survtype.php
http://www.questionpro.com/survey-design.html
SurveyMonkey Smart Survey design
HCI course material, prepared by Prof Scott Klemmer of Stanford
University
Organizational Behavior, 13th edition
http://w4.ub.uni-konstanz.de/srm/issue/archive
http://www.socialresearchmethods.net/kb/survtype.phphttp://www.questionpro.com/survey-design.htmlhttp://www.questionpro.com/survey-design.htmlhttp://www.questionpro.com/survey-design.htmlhttp://www.questionpro.com/survey-design.htmlhttp://www.questionpro.com/survey-design.htmlhttp://www.socialresearchmethods.net/kb/survtype.php -
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