Survey knowledge
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Survey knowledge

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My survey research I made when working in VNG, website department :)

My survey research I made when working in VNG, website department :)

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  • Trải qua
  • Trải qua
  • Câu hỏi xếp hạng, dùng để đánh giá mức độ ưu tiên sử dụng của một chức năng hay nội dung nào đó.
  • Câu hỏi xếp hạng, dùng để đánh giá mức độ ưu tiên sử dụng của một chức năng hay nội dung nào đó.
  • Đánh giá chung về website sau khi đã hoàn thành scenario trong Usability Testing: câu 1 sẽ đánh giá về Effectiveness (hiệu quả), câu 2 về Efficiency (hiệu suất), câu 3 về Satisfaction nói chung của website.

Survey knowledge Survey knowledge Presentation Transcript

  • How to make a survey? Web Quality 2012 Presenter: TúTC Date: 13/3/2012
  • Previous surveys:
  • Our weakness: • The questions aren’t well written enough. • The result doesn’t really reflect the user experience. • The report doesn’t have much details about other criteria: layout structure, text... on specific level.
  • Training objectives: After the presentation, the listeners will: Understand the meaning of survey and its types. Know how to plan and conduct a survey. Can apply the survey to get more detailed information about user experience.
  • Table of contents I. What’s survey? II. Planning a survey III. Conducting a survey IV. Our experiences V. Surveys apply in WO VI. References
  • I. What’s survey? 1. Definition 2. Benefits of survey 3. How to collect the survey? 4. Surveys in WO
  • I. What’s survey? 1 2 3 4 Definition Survey is a quantitative research method which to investigate the customer in large population about: Opinions Favorite choice Feedback and satisfaction about the product.
  • I. What’s survey? 1 2 3 4 Benefits of survey ◦ To know how most of the users feel about the product ◦ To have statistic data to make design decisions ◦ To evaluate the design or website based on a large number of target users.  To improve overall UX of the product!
  • I. What’s survey? 1 2 3 4 Benefits of survey Ex: Homepage design survey of ZT2:
  • I. What’s survey? 1 2 3 4 How to collect the survey? Online survey Telephone Street survey In-home survey Mail
  • I. What’s survey? 1 2 3 4 Surveys in WO ◦ In project: Design • PSD file • HTML version • Vportal version • input content Gather information UI Testing and publish • Usability Testing • Publish Coding - Deploying Homepage design survey 1. Expectation survey 2. Post-session survey
  • I. What’s survey? 1 2 3 4 Surveys in WO ◦ In website operation: Info collecting survey
  • II. Planning a survey 1. Set goals and objectives 2. Identify the target users 3. Recruit the participants 4. Calculate the sample size 5. Set timeline and resource
  • II. Planning a survey Step 1 2 3 4 5 Set goals and objectives Goal Tìm hiểu xem game thủ yêu thích yếu tố nào trong một teaser giới thiệu game mới. Objective Thu thập 1000 mẫu phản hồi ý kiến trong thời gian 5 ngày để xem game thủ yêu thích yếu tố nào, từ đó quyết định thiết kế teaser.
  • II. Planning a survey 1 Step 2 3 4 5 Identify the target users: ◦ Ask the PG for more details: Gamers (casual + MMORPG) Internet user (no game or SNS game background)
  • II. Planning a survey 1 2 Step 3 4 Recruit the participants ◦ Web Quality recruit list from forum, website game. ◦ CS center or ask PG marketing support. Forum post CS center Online survey tool 5
  • II. Planning a survey 1 2 3 Step 4 Calculate the sample size ◦ Taro Yamane formula n: sample size (số mẫu cần thiết) N: population size (tổng số game thủ) e: level of precision (sai số) 5
  • II. Planning a survey 1 2 3 Step 4 5 Calculate the sample size Example: HBTH teaser survey on 5.000.000 MMORPG gamers (N=5000000) with level of precision is 3% (e=0.03), we need to have: n = 5000000/[1+ 5000000*(0.03)²]= 1110 samples
  • II. Planning a survey 1 2 3 Step 4 Calculate the sample size Example: n = 5000000/ [1+ 5000000*(0.03)²]= 1110 samples 5
  • II. Planning a survey 1 2 3 Calculate the sample size ◦ Offline survey in WO: Only 50-100 samples because of: 1. Shortage of human resource. 2. Limited time. Step 4 5
  • II. Planning a survey 1 2 3 Set timeline and resource 1. How long the survey runs? 2. Who’s in charge? 3. Survey cost (gifts for participants) 4 Step 5
  • III. Conducting a survey 1. Choose question types 2. Design question sequence 3. Check the questions 4. Prepare to launch 5. Make the report
  • III. Conducting a survey Step 1 2 3 4 5 Choose question types 1) Opened-ended question: Feelings Likes/Dislikes Opinions Pros Get a lot of user’s info and details: feedback, suggestions…. Additional comments Cons • Time consuming. • Difficult to analyze. • People will skip easily.
  • III. Conducting a survey Step 1 2 3 4 5 Choose question types 2) Multiple choice – one answer: Pros To know the best possible choice of the user over the others. Cons Don’t know how the user feel about the rest of the other choice.
  • III. Conducting a survey Step 1 2 3 4 5 Choose question types 3) Multiple choice - multiple answers: Pros Cons To know the additional choice of Don’t know the level of choice the user in a list. (which is better and the order of choice)
  • III. Conducting a survey Step 1 2 3 4 Choose question types 4) Ranking question Pros To know order of choice over the others. Cons Confuse user 5
  • III. Conducting a survey Step 1 2 3 4 5 Choose question types 5) Rating question (Likert scale) 1 - Không thích Pros To know level of all specific choice. 5 - Thích Cons Take a lot of user’s time. Take time to analyze the scores.
  • III. Conducting a survey 1 Step 2 3 4 Design survey sequence 1) Opening question • First questions should be easy and interesting • Motivate user going forward to the rest of survey 5
  • III. Conducting a survey 1 Step 2 3 4 5 Design survey sequence 2) Question flow • Categorize questions into groups of related topic • Let users skip or switch back and fort between questions.
  • III. Conducting a survey 1 Step 2 3 4 Design survey sequence 3) Location of sensitive questions: • • Age • Income • Marriage • Sensitive questions Name Habits Should be placed at the end of the survey or can be skipped. 5
  • III. Conducting a survey 1 Step 2 3 4 5 Design survey sequence Example: Bạn có phải là game thủ VNG hay không? Có Bạn yêu thích thể loại game nào? Webgame Nhập vai Casual Không Bạn sử dụng sản phẩm nào dưới đây của VNG? Zing News Zing MP3 Zing Chat
  • III. Conducting a survey 1 2 Step 3 4 5 Check the questions ◦ Do the respondents understand the survey’s objective?
  • III. Conducting a survey 1 2 Step 3 4 Check the questions ◦ Do the respondents feel comfortable answering the questions? 5
  • III. Conducting a survey 1 2 Step 3 Check the questions ◦ Is the wording of the survey clear? 4 5
  • III. Conducting a survey 1 2 Step 3 4 5 Check the questions ◦ Are the answer choices compatible with the respondents’ experience in the matter?
  • III. Conducting a survey 1 2 Step 3 4 5 Check the questions ◦ Does the survey require the respondent to think too long or responding? ◦ Which items produce irritation, embarrassment, or confusion? ◦ Do any of the questions generate response bias? ◦ Do the answers collected reflect the purpose of the survey? ◦ Is there enough diversity in the answers received? ◦ Is the survey too long? ….
  • III. Conducting a survey 1 2 Step 3 4 5 Check the questions Just do a PILOT TEST with a friend, colleague, family member… who is a target user.
  • III. Conducting a survey 1 2 3 Step 4 5 Prepare to launch Consider about the response rate: Number of complete surveys = Number of paticipants contacted Response rate E.g. • Completed: 40 • Contacted: 100  Response rate = 40%
  • III. Conducting a survey 1 2 3 Step 4 Prepare to launch Acceptable response rate : 50% adequate, 60-70% good to very good 80% good 40% average, 50-60% good to very good 30% average 80-85% good 5
  • III. Writing a survey 1 2 3 Step 4 Prepare to launch Don’t forget bring them the gift as rewards  5
  • III. Conducting a survey 1 2 Make the report 3 4 Step 5
  • III. Conducting a survey 1 2 3 4 Step 5 Make the report • Focus the objectives of the survey and result. • Analyze and make recommendations.
  • IV. Experiences 1. Good vs. bad questions 2. Our experiences
  • IV. Experiences 1 2 Good vs. bad question 1. Be brief: Keep questions short and ask one question at a time. E.g.: Bad: “Bạn thấy giao diện trang này có dễ nhìn không, bố cục có hợp lý không?” Good: “Bạn thấy giao diện trang web này như thế nào?”
  • IV. Experiences 1 2 Good vs. bad question 2. Be objective: Pay attention to the neutrality of the words. E.g.: Bad: “Trang web chúng tôi vừa có một tính năng Tìm kiếm rất tiện dụng. Bạn có thấy thế không?” Good: “Bạn thấy tính năng Tìm kiếm mới của trang web này thế nào?”
  • IV. Experiences 1 2 Good vs. bad question 3. Be simple: use language simple in both words and phrases. E.g.: Bad: “Bạn có thường download client game, wallpaper và screenshot trên trang web này không?” Good: “Bạn có thường tải game, hình nền và hình trong game trên trang web này không?”
  • IV. Experiences 1 2 Good vs. bad question 4. Be specific: Avoid things that are too general, too complex or undefined. E.g.: Avoid: “thông thường”, “nói chung”, “đại loại”, “hay”…
  • IV. Experiences 1 2 Good vs. bad question 5. Some other writing guidelines: Use legible questions Use relevant questions Use painless (less amount of effort) questions
  • IV. Experiences 1 2 Our Experiences • Choose the right place to survey • Choose Monday to survey. • Be open and natural with the user • Need to put tracking code to “Take the survey” and “Submit” button to calculate the response rate. • Use the same device on a person.
  • V. Surveys apply in WO 1. In Usability Testing 2. In choosing homepage design 3. In website review
  • V. Surveys apply in WO 1 2 3 In Usability Testing 1) ASQ (After-Scenario Questionnaire) Effectiveness Efficency Satisfaction
  • V. Surveys apply in WO 1 2 In Usability Testing 2) Expectation Measure Before After 3
  • V. Surveys apply in WO 1 2 3 In Usability Testing Expectation Measure (cont.) After Before
  • V. Surveys apply in WO 1 2 3 In choosing homepage design QUIS (Questionnaire for User Interface Satisfaction)
  • V. Surveys apply in WO 1 2 3 In choosing homepage design QUIS (Questionnaire for User Interface Satisfaction)(cont)
  • V. Surveys apply in WO 1 2 3 In choosing homepage design QUIS (Questionnaire for User Interface Satisfaction)(cont)
  • V. Surveys apply in WO 1 2 3 In website review 1) SUS (System Usability Scale)
  • V. Surveys apply in WO 1 2 3 In website review SUS (System Usability Scale) (cont.)
  • V. Surveys apply in WO 1 2 3 In website review 2) USE (Usefulness, Satisfaction and Ease of use)
  • V. Surveys apply in WO 1 2 3 In website review USE (Usefulness, Satisfaction and Ease of use) (cont.)
  • V. Surveys apply in WO 1 2 3 In website review USE (Usefulness, Satisfaction and Ease of use) (cont.)
  • V. Surveys apply in WO 1 2 3 In website review USE (Usefulness, Satisfaction and Ease of use) (cont.)
  • VI. References 1. SurveyMonkey: Smart Survey Design (2008) 2. Measuring the user experience (2008) 3. A project guide to UX design (2009)
  • Thank you  Survey will make user HAPPY!!!