bernie malinoff training day - 2011

Training Day – 31st October, 2011

Online Questionnaire Design Principles Bernie Malinoff – element54

A Presenta*on from the Fes*val of NewMR Training Day – October 31, 2011

Online Questionnaire Design Principles – Bernie Malinoff, element54 (Canada) 8:30-8:55am GMT

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Copyright 2011 element54 Inc. All rights reserved. Permission to copy and distribute this document is granted subject to the following: The materials provided herein are for internal, non-commercial use only, and any copies or portions thereof must include the copyright notice, and reference the author, element54.

bernie.malinoff@element-‐54.com

Online Questionnaire Design Principles


Questionnaire Design Principles

DATA CONSISTENCY &

SURVEY USABILITY

How to visualize?

What to ask?


The question – what do you want to know?


Survey Experience

Response PaOerns/Flatlining "Engagement

& Enjoyment"

Onscreen Layout Respondent

ExpectaXons


Survey Engagement


Variety of New Question Types


Layout & Wording Consistency Matters eg -‐ NetPromoter Score (NPS)


‘Respondent Engagement’ Converging Issues

Data Consistency

Respondent Usability

(no, it's not) (yes, it's maOers)


3 Research-‐on-‐Research Studies

Sexy QuesXons, Dangerous Results

(2009)

Eyes Don’t Lie (2010)

How Far is Too Far (2011)


Research on Research -‐ “Data Consistency?”

Radio BuOon

Anchor @ ‘1’

Anchor @ ‘5’

Anchor @ ’10’

Experimental


Study Highlights

36% variance how ogen brush teeth -‐ slider vs. radio buOon

+8% overstated past 7 day consumpXon -‐ slider vs. radio buOon

-‐8% understated issue importance -‐ slider vs. radio buOon


Data (In)Consistency Risks


Game based “wording”


Survey Completion Time & Respondent Enjoyment

Having fun, thinking more?


Eye Tracking


Using Eye Tracking for Survey Usability


Eye Tracking -‐ 'Areas of Interest'


Inference vs. Instruction 42% did not read the quesXon

33% did not read the "tradiXonal"

quesXon


Error Prevention & Recovery

Respondent interpreted the error message location as a guide to where to put the answer. Recommendation - highlight the entire row, avoiding any visual cues or biases.


Minimum Standards -‐ eg: Horizontal Layout

Horizontal layout ensures consistent viewing, regardless of screen size


ì Thank you

Copyright 2011 distribute this document is granted subject to the following: The materials provided herein are for internal, non-commercial use only, and any copies or portions thereof must include the copyright notice, and reference the author, element54.

Email: bernie.malinoff@element-‐54.com TwiOer: @berniemalinoff


Q & A

Pravin Shekar krea

Bernie Malinoff element 54

Training Day – 31st October, 2011

Online Questionnaire Design Principles Bernie Malinoff – element54

A Presenta*on from the Fes*val of NewMR Training Day – October 31, 2011

bernie malinoff training day - 2011

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