Survey Design Flashcards
What are the four ways to do a survey?
Be Brief
Be Objective
Be Simple
Be Specific
How to “Be Brief”
Keep questions short and ask one question at a time. Longer questions may quickly become confusing, thus resulting in a misread of what you are asking.
Double-Barreled Questions
Split questions into more than one part, idea or meaning. These may lead the respondent to answer only one aspect of it; ultimately leading him/her to fail in answering both aspects of the question.
How to Be Objective
As the survey designer, pay attention to the neutrality of the words. This helps to avoid unintentional violation of the survey’s objectivity.
Why avoid leading questions when being objective?
Based on their content, wording, or structure, these kinds of questions may lead a respondent towards a certain answer.
How does this double barreled example need to be replaced?
“ How useful do you find SurveyMonkey’s Help Center Topics and the email support center? “
Question 1: “ How useful do you find SurveyMonkey’s Help Center Topics? “
Question 2: “ How useful do you find SurveyMonkey’s email support? “
How does this leading example need to be replaced? “ We have recently upgraded SurveyMonkey’s features to become a first class tool. What are your thoughts on the new site? “
“ What are your thoughts on the latest changes to SurveyMonkey? “
How to Be Simple
Simple, direct words.
Avoid technical concepts
Use same definitions throughout survey
Use universal words not “always” or “never” (users may avoid answering questions with those words)
Question wording examples to use instead of:
Employment
Exhausted
Regarding
Use:
Work
Tired
About
Be simple!!
How to Be Specific
Ask precise questions. Avoid things that are too general or undefined.
Stay away from using words like “often,” “usually,” “generally,” etc. Each person’s thought process is different and some people may infer a different meaning. “Often” to one person may be once or twice a week and to someone else it could be a few times a month.
How does this imprecise example need to be replaced?
“How often do you use SurveyMonkey? Please circle one.
Frequently, Fairly often, Sometimes, Occasionally, rarely “
“ During the last month, about how many times do you visit the SurveyMonkey site? Please write the number here: _______ “
What is Social Desirability Bias?
Studies have shown that people who are asked directly on the phone or in person are more likely to give positive feedback than an anonymous web survey.
To reduce bias in ensuring the survey is anonymous does what?
It makes sure the respondents know it isnt linked to their name may reduce bias.
How can a survey be administered in a way that the person giving the survey cannot see the participant’s responses?
Turning away or leaving the room when the participant fills out the automated or paper survey. (need honest opinions)
Open-ended Questions
Sometimes called “free response” or “nonstructured” because they allow respondents to answer in their own words
They try to collect what is on the respondent’s mind without constraining the way in which they can respond.
