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Question Design
Question Design
Question Design
Question Design
Question Design
Question Design
Question Design
Question Design
Question Design
Question Design
Question Design
Question Design
Question Design
Question Design
Question Design
Question Design
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Question Design

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  • 1. American Horse Publications <ul><li>Survey Question Design </li></ul>Billy Smith, EdD Executive Director/Information Technology American Quarter Horse Association
  • 2. First things first <ul><li>Goal </li></ul><ul><li>start at the end; what do you want to know </li></ul><ul><li>Sample </li></ul><ul><li>from whom do you want to know </li></ul><ul><li>Methodology </li></ul><ul><li>survey (what), focus group (why) </li></ul><ul><li>Survey design </li></ul><ul><li>what to ask </li></ul><ul><li>Pre-test </li></ul><ul><li>test against a small group in the sample </li></ul><ul><li>Ask the questions </li></ul><ul><li>Analyze the data </li></ul><ul><li>Produce the reports </li></ul>
  • 3. What <ul><li>Goal—start at the end; what do you want to know </li></ul><ul><li>Potential of a new idea or product </li></ul><ul><li>Rating current product or elements </li></ul><ul><li>Internal attitudes </li></ul><ul><li>Reader satisfaction </li></ul><ul><li>Reader opinions </li></ul><ul><li>Image </li></ul>
  • 4. Sample <ul><li>Sample—from whom do you want to know </li></ul><ul><li>Sample size of 250-1,000 </li></ul><ul><li>Random selection </li></ul>
  • 5. Methodology <ul><li>What do you want to know and why </li></ul><ul><li>Personal Interview </li></ul><ul><li>Telephone Survey </li></ul><ul><li>Mail Surveys </li></ul><ul><li>Email survey </li></ul>
  • 6. Personal Interviews <ul><li>Advantages </li></ul><ul><li>Study other communication, initial reaction, etc. </li></ul><ul><li>More in-depth information. </li></ul><ul><li>Ability to show product </li></ul><ul><li>Disadvantages </li></ul><ul><li>More costly. </li></ul><ul><li>Difficult to extrapolate. </li></ul>
  • 7. Telephone Surveys <ul><li>Advantages </li></ul><ul><li>Contact speed </li></ul><ul><li>Skip logic is simpler </li></ul><ul><li>Clarify unclear responses </li></ul><ul><li>Disadvantages </li></ul><ul><li>Association with telemarketing. </li></ul><ul><li>Small window of opportunity (6-9 p.m.) </li></ul><ul><li>Cannot show product </li></ul>
  • 8. Mail Surveys <ul><li>Advantages </li></ul><ul><li>Low cost </li></ul><ul><li>Low interruption </li></ul><ul><li>Can include graphics </li></ul><ul><li>Leisure response time </li></ul><ul><li>Disadvantages </li></ul><ul><li>Time intensive </li></ul><ul><li>Response rates </li></ul>
  • 9. E-survey <ul><li>Advantages </li></ul><ul><li>Speed </li></ul><ul><li>Low cost </li></ul><ul><li>Attach graphics </li></ul><ul><li>Novelty </li></ul><ul><li>Easy skip logic </li></ul><ul><li>Disadvantages </li></ul><ul><li>Less response control </li></ul><ul><li>Unsolicited email </li></ul><ul><li>Technology gap </li></ul>
  • 10. Survey design <ul><li>Survey design—what to ask </li></ul><ul><li>Rating Scale </li></ul><ul><li>Likert Scale </li></ul><ul><li>Multiple Choice </li></ul><ul><li>Ordinal Scale </li></ul>
  • 11. Question design <ul><li>Rating Scales </li></ul><ul><li>How would you rate the quality of writing? </li></ul><ul><ul><ul><ul><li>Excellent </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Good </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Fair </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Poor </li></ul></ul></ul></ul>
  • 12. Likert Scaling <ul><li>How much do you agree with the following statements: </li></ul><ul><li>I routinely use information from your magazine to manage my show career. </li></ul><ul><li>Strongly Agee Agree Disagree Strongly Disagree </li></ul><ul><li>I sometimes find your training stories to be confusing. </li></ul><ul><li>Strongly Agee Agree Disagree Strongly Disagree </li></ul>
  • 13. Multiple Choice <ul><li>Why do you read our magazine? (circle one): </li></ul><ul><li>A. For the training articles </li></ul><ul><li>B. For the health care articles </li></ul><ul><li>C. For expert opinions </li></ul>
  • 14. Ordinal Questions <ul><li>On a scale where: </li></ul><ul><li>10 = great interest; 1=no interest at all </li></ul><ul><li>how important are the following topics </li></ul><ul><li>Training Techniques __ </li></ul><ul><li>Health care __ </li></ul><ul><li>Breeding practices__ </li></ul>
  • 15. Pre-test <ul><li>Pre-test—test against a small group in the sample </li></ul><ul><li>Confusing Questions </li></ul><ul><li>Misunderstanding </li></ul><ul><li>Awkward sentence construction </li></ul>
  • 16. Analysis <ul><li>Analyze the data - Produce the reports </li></ul><ul><li>Descriptive Statistics </li></ul><ul><li>Inferential Statistics </li></ul><ul><ul><li>Factor Analysis </li></ul></ul>

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