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The Good, the Bad, and the Ugly:Survey Examples"
Professor Ron Fricker"Naval Postgraduate School"
Monterey, California"
6/26/12
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• Examine good and bad survey practices with actual examples…"
Goals for this Lecture"
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Mail Survey Example: Nielson Survey"
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Notification Postcard"
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Invitation Envelope"
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Cover Letter"
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The Survey (1)"
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The Survey (2)"
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An Incentive"
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Explanatory Literature Included"
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Response Envelope"
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Nonresponse Follow-up"
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Web Survey Example: Marriott Consumer
Satisfaction "
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E-mail Invitation"
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Opening Screen"
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Screen 2"
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Screen 3"
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Screen 4"
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Screen 5"
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Logic Check on Screen 5"
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Screen 6"
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Screen 7"
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Screen 8"
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Screen 9"
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Screen 10"
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Screen 11"
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Logic Check on Screen 11"
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Screen 12"
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Screen 13"
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Screen 14"
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Screen 15"
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Screen 16"
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Screen 17"
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Screen 18"
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Screen 19"
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Screen 20"
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Screen 21"
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Closing Screen"
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Wal-Mart Example: “Community Support”
Survey"
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“Cover Letter”"
• Wal-Mart wants to open a store in Soledad"
• Demonstrating community support would help them "
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Wal-Mart’s Summary of Results"
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How News Media Reported…"
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Another…"
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And Another…"
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The Only One to Get it Right"
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Web Survey Example: NPS “ITACS” Survey"
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E-mail Invitation"
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Survey Opening Screen"
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The Survey"
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The Survey (cont’d)"
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The Survey (cont’d)"
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Web Survey Example: MORS Survey"
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Screen 1"
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Screen 2"
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Screen 3"
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Screen 4"
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Screen 5"
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Screen 6"
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Screen 7"
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Screen 8"
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Screen 9"
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Screen 10"
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Screen 11"
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Screen 12"
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Screen 13"
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Screen 14"
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Screen 15"
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Web Survey Example: NPS DL Survey"
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E-mail Invitation"
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Survey Screen (part 1 of 2)"
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Survey Screen (part 2 of 2)"
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Web Survey Example: Navy “Quick Compass”
Survey"
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E-mail Invitation"
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Survey Screen 1"
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Survey Screen 2"
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Survey Screen 3"
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Survey Screen 4"
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Survey Screen 4 (continued)"
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Survey Screen 5"
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Survey Screen 6"
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Survey Screen 7"
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Survey Screen 8"
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Survey Screen 9"
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Survey Screen 10"
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Survey Screen 11"
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Survey Screen 12"
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Survey Screen 13"
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Survey Screen 14"
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Survey Screen 15"
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Survey Screen 16"
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Survey Screen 17"
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Survey Screen 18"
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Survey Screen 19"
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Survey Screen 20"
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Survey Screen 21"
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Survey Screen 22"
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Final Survey Screen"
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Web Survey Example: Department of the Navy
Performance Management Survey"
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E-mail Invitation"
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Survey Screen 1"
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Survey Screen 2"
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Survey Screen 3"
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Survey Screen 4"
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Survey Screen 5"
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Survey Screen 6"
• 28 questions on this screen
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Survey Screen 7"
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Survey Screen 8"
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Survey Screen 9"
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Survey Screen 9 (continued)"
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Survey Screen 10"
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Survey Screen 10 (continued)"
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Survey Screen 11"
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Final Survey Screen"
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Finally, One Example of Why Response Rates Are Plummeting"
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What We Have Just Learned"
• Illustrated good and bad survey practices with actual survey examples"
• Designing good survey questions and instruments is not easy"– Pretest, pretest, pretest…"
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