1

The Good, the Bad, and the Ugly:Survey Examples"

Professor Ron Fricker"Naval Postgraduate School"

Monterey, California"

6/26/12

2

•  Examine good and bad survey practices with actual examples…"

Goals for this Lecture"

6/26/12

3

Mail Survey Example: Nielson Survey"

6/26/12 3

Notification Postcard"

6/26/12 4

Invitation Envelope"

6/26/12 5

Cover Letter"

6/26/12 6

The Survey (1)"

6/26/12 7

The Survey (2)"

6/26/12 8

An Incentive"

6/26/12 9

Explanatory Literature Included"

6/26/12 10

Response Envelope"

6/26/12 11

Nonresponse Follow-up"

6/26/12 12

13

Web Survey Example: Marriott Consumer

Satisfaction "

6/26/12 13

E-mail Invitation"

14 14 6/26/12

Opening Screen"

15 6/26/12 15

Screen 2"

16 6/26/12 16

Screen 3"

17 6/26/12 17

Screen 4"

18 6/26/12 18

Screen 5"

19 6/26/12 19

Logic Check on Screen 5"

20 6/26/12 20

Screen 6"

21 6/26/12 21

Screen 7"

22 6/26/12 22

Screen 8"

23 6/26/12 23

Screen 9"

24 6/26/12 24

Screen 10"

25 6/26/12 25

Screen 11"

26 6/26/12 26

Logic Check on Screen 11"

27 6/26/12 27

Screen 12"

28 6/26/12 28

Screen 13"

29 6/26/12 29

Screen 14"

30 6/26/12 30

Screen 15"

31 6/26/12 31

Screen 16"

32 6/26/12 32

Screen 17"

33 6/26/12 33

Screen 18"

34 34 6/26/12

Screen 19"

35 35 6/26/12

Screen 20"

36 6/26/12 36

Screen 21"

37 6/26/12 37

Closing Screen"

38 6/26/12 38

39

Wal-Mart Example: “Community Support”

Survey"

6/26/12 39

“Cover Letter”"

•  Wal-Mart wants to open a store in Soledad"

•  Demonstrating community support would help them "

6/26/12 40

6/26/12 41

Wal-Mart’s Summary of Results"

42 6/26/12 42

43 6/26/12 43

How News Media Reported…"

44 6/26/12 44

Another…"

45 6/26/12 45

And Another…"

46 6/26/12 46

The Only One to Get it Right"

6/26/12 47

48

Web Survey Example: NPS “ITACS” Survey"

6/26/12 48

E-mail Invitation"

49 6/26/12 49

Survey Opening Screen"

50 50 6/26/12

The Survey"

51 51 6/26/12

The Survey (cont’d)"

52 52 6/26/12

The Survey (cont’d)"

53 53 6/26/12

54

Web Survey Example: MORS Survey"

6/26/12 54

55 6/26/12

Screen 1"

56 6/26/12

Screen 2"

57 6/26/12

Screen 3"

58 6/26/12

Screen 4"

59 6/26/12

Screen 5"

60 6/26/12

Screen 6"

61 6/26/12

Screen 7"

62 6/26/12

Screen 8"

63 6/26/12

Screen 9"

6/26/12 64

Screen 10"

65 6/26/12

Screen 11"

66 6/26/12

Screen 12"

67 6/26/12

Screen 13"

68 6/26/12

Screen 14"

6/26/12 69

Screen 15"

70

Web Survey Example: NPS DL Survey"

6/26/12 70

E-mail Invitation"

71 6/26/12 71

Survey Screen (part 1 of 2)"

72 6/26/12

Survey Screen (part 2 of 2)"

6/26/12 73

74

Web Survey Example: Navy “Quick Compass”

Survey"

6/26/12 74

E-mail Invitation"

75 6/26/12 75

Survey Screen 1"

76 6/26/12 76

Survey Screen 2"

77 6/26/12 77

Survey Screen 3"

78 6/26/12 78

Survey Screen 4"

6/26/12 79

Survey Screen 4 (continued)"

80 6/26/12 80

Survey Screen 5"

81 6/26/12 81

Survey Screen 6"

82 6/26/12 82

Survey Screen 7"

83 6/26/12 83

Survey Screen 8"

84 6/26/12 84

Survey Screen 9"

85 6/26/12 85

Survey Screen 10"

86 6/26/12 86

Survey Screen 11"

6/26/12 87

Survey Screen 12"

88 6/26/12 88

Survey Screen 13"

89 6/26/12 89

Survey Screen 14"

90 6/26/12 90

Survey Screen 15"

91 6/26/12 91

Survey Screen 16"

92 6/26/12 92

Survey Screen 17"

93 6/26/12 93

Survey Screen 18"

94 6/26/12 94

Survey Screen 19"

95 6/26/12 95

Survey Screen 20"

96 6/26/12 96

Survey Screen 21"

97 6/26/12 97

Survey Screen 22"

98 6/26/12 98

Final Survey Screen"

99 6/26/12 99

100

Web Survey Example: Department of the Navy

Performance Management Survey"

6/26/12 100

E-mail Invitation"

101 101 6/26/12

Survey Screen 1"

102 102 6/26/12

Survey Screen 2"

103 6/26/12 103

Survey Screen 3"

104 6/26/12 104

Survey Screen 4"

105 105 6/26/12

Survey Screen 5"

106 106 6/26/12

Survey Screen 6"

•  28 questions on this screen

6/26/12 107

Survey Screen 7"

108 6/26/12 108

Survey Screen 8"

109 109 6/26/12

Survey Screen 9"

110 110 6/26/12

Survey Screen 9 (continued)"

111 6/26/12 111

Survey Screen 10"

112 112 6/26/12

Survey Screen 10 (continued)"

113 113 6/26/12

Survey Screen 11"

114 6/26/12 114

Final Survey Screen"

115 6/26/12 115

Finally, One Example of Why Response Rates Are Plummeting"

6/26/12 116

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…"

6/26/12 117