Top Ten Survey Best Practices
Transcript of Top Ten Survey Best Practices
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Top Ten Survey Best
Practices
Webinar
Sponsored by SurveyGizmoEd Halteman and Christian Vanek
September 27, 2007
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Christian VanekChristian is a founding partner ofSurveyGizmo and the lead software
engineer. He comes from an 11-year consulting background focusing
on marketing and content management tools. Christian is based out of
Cambridge, MA.
See SurveyGizmo.com to sign up for a Survey Gizmo account.
Webinar Survey Experts
Dr. Ed HaltemanEd has a master's degree in applied mathematics, and a Ph.D. in
statistics, and he has specialized in survey design for over 10 years. Edcurrently heads Survey Design and Analysis founded in January 2003
and is available for comprehensive survey design services. Contact
them for help getting more out of your next survey.
For more information go to SurveyDNA.com or call 303-818-3679.
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The Agenda!
Webinar: Top-Ten Best Practices
Welcome
The Process of Building Surveys Top-Ten Best Practices
Questions and Answers
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Overview of Survey Process
Design (1)
Creation (7)
Collection (1)
Analysis/Reporting (1)
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Top-Ten Best Survey Practices
Best Practice #1:
Start with your objectives, not questions
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Top-Ten Best Survey PracticesBest Practice #1: Start with your objectives, not questions
Examples Kwik Phone Telephone Company services small to medium-sized
businesses.
Objective #1: To monitor customer satisfaction so that identify improvement
opportunities quickly to maintain our customer base.
Objective #2: To decide where to focus our limited improvement resources.
XObjective #3: To improve customer satisfaction.
Think Actions/Decisions
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Top-Ten Best Survey PracticesBest Practice #1: Start with your objectives, not questions
Questions
Overall how satisfied are you with Kwik Phone?Very satisfied, Satisfied, Neutral, Dissatisfied, Very dissatisfied, Uncertain
Verysatisfied
Satisfied Neutral Dissatisfied Verydissatisfied
Dont
know / NA
Timeliness in fulfilling
requests
Follow through on
requests/issues
Accessibility ofKwik
Phone staff
Kwik Phone equipment
performance
Kwik Phone Invoicing
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Top-Ten Best Survey Practices
Best Practice #2:
Introduce Your Survey & How Long it Will Take
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Top-Ten Best Survey Practices
Best Practice #3:
Include Not Applicable and Dont Know(especially on required questions)
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Top-Ten Best Survey PracticesBest Practice #3: Include Not Applicable and Dont Know
How often do you get asked a question where you answer, I dont know or
Im not sure? Yet, on surveys many just dont think to include them.
The Reason? They are focused on theirperspective (I want an answer)
and not that of the respondent!
What about the argument, Dont know is a cop out I want to force them to
think about it and give me an opinion!
Forcing respondents contaminates your good data.
It creates lack of closure which keeps respondents distracted on
subsequent questions.
Method: For all questions ask yourself, Will this be applicable to everyone?
How would I answer it? Could dont know be a possible answer?
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Top-Ten Best Survey Practices
Best Practice #4:
Use clear and concise questions
and options
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VS.
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Top-Ten Best Survey PracticesBest Practice #5: Nice-to-knows Dont Count
How often do you hear?
It would be nice to know what are customers think about such and
such. . . . or Id like to know . . . This usually comes up during question generation but can happen w/
objectives as well. Id like to know what customers think of our new
product (feature) ideas.
The Easy Fix for Nice-to knows
Ask What actions/decisions will it drive?
Example
Objective level: What action will it drive? None, ourproduct is already
in development! [Invoicing is someone elses responsibility a NTK!]
Question level: How satisfied are you with Kwik Phone invoicing?
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Top-Ten Best Survey Practices
Best Practice #6:
Use branching and show/hide to shorten your
surveys appearance.
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Top-Ten Best Survey Practices
Best Practice #7:
Test your Survey
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Top-Ten Best Survey PracticesBest Practice #8: After testing, do a conceptual analysis
So youve followed 1-7 best practices and you have a great survey
ready to go. STOP! Lets go one step further.
Imagine youve executed the survey and you got date back.
Think of what the data might look like.
Actually make up some numbers, take them for a spin.
Now what will I do if these were my results?
Will it allow me to meet my objective (s)?
Do I need all of this information? Or are some just NTK?
Just thinking about this will stirup ideas about how ready your survey
is.
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Top-Ten Best Survey Practices
Best Practice #9:
Use your survey results as an incentive.
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Top-Ten Best Survey Practices
Best Practice #10: Sample whenever your targetaudience is greater than 500*
*roughly
Benefits of sampling
Better accuracy
Shows respect for respondents time
Builds good will with customers
Saves time and money
Consider
National Polling Remember you never get everyone to respond.
What action/decision are you trying to make
Exceptions
Accuracy needs for breakouts
Customer touchpoint
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Summary Top Ten Best Practices
1. Start with your objectives, not questions
2. Introduce Your Survey & How Long it Will Take
3. Include Not Applicable and Dont Know
4. Use clear and concise questions and options5. Nice-to-knows Dont Count
6. Use branching and show/hide to shorten your surveys
appearance.
7. Test your survey.
8. After testing, do a conceptual analysis
9. Use your survey results as an incentive.
10. Sample whenever your target audience is greater than 500*