Survey Design Part 1 Flashcards
1
Q
Survey Introduction
A
- set respondents expectations
- privacy, security - estimated time length
- reminder of an incentive
2
Q
Filter/Screening Questions
A
- ensure sampling frame has target market
- remove anyone that doesn’t fit
3
Q
Funnel Strategy
A
- screener
- broad/ general questions
- specific/ detailed questions
- demographic details
4
Q
Open-Ended
A
- allows for free form entry
- time-consuming and hard to organize
- word cloud
5
Q
Scaling
A
- variety of ways for people to input nominal, ordinal, interval, ratio data
ex: ranking, constant sum, dropdowns, MC
6
Q
What’s important for MC, Range, and Drop-downs?
A
- key to keep the survey looking and feeling simple
7
Q
Constant Sum
A
- having respondents break down money or time between different options, but always make it SUM TO 100%
8
Q
Images
A
- images are helpful if you are explaining parts/features where consumers might not know the proper name
ex: fit of clothing, back pack features
9
Q
Unaided
A
- what does the consumer think/how without specific prompts?
ex: what is important to you when purchasing outdoor clothes
- quality
- warmth
- water- proof
10
Q
Aided
A
- when prompted, what does the consumer think/know about specific aspects?
ex: How important is it to you that the companies you purchase from are sustainable?
11
Q
Problem Questions
A
- Leading questions
- Loaded questions
- Double Barreled
- Non-exhaustive
12
Q
Leading Questions
A
“leading the witness”
- reveals a bias on the survey designer’s part and pushes respondent towards certain direction
13
Q
Loaded Questions
A
- sneaks in assumption, which if it were wrong, would make the question impossible to answer
ex: What did you find most useful?
14
Q
Double Barreled
A
- combining two questions into one
ex: how would you rate the quality and value of our product?
15
Q
Non-exhaustive
A
- when we give MC or multiple answer, we need to make sure that every option is available
- can be remedied with “other” option
