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We often assign our community members to categories and make personas based on our own assumptions, but its much better to let them speak for themselves. Learn how to ask better survey questions to get better data and make better decisions about your community. Stephanie will provide actionable advice on how to write meaningful, unbiased survey questions and will share tips for analyzing your data.

Go beyond the basics to learn how to write survey questions that get the data you need. We'll cover question format, accounting for bias, and framing. We'll also discuss how to break down complex concepts into more digestible survey questions.

You'll also learn what to do after your survey is complete. Stephanie will break down data analysis techniques, including correlation, regression, and crosstabs. You'll leave the session ready to mine your community for fresh insights and maybe even ready to review old surveys for new data.

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3. 3. ? + = @stephbeadell
4. 4. Surveys are Powerful Tools
8. 8. Typical Survey Question @stephbeadell Do you feel like part of our community?
9. 9. Do you feel like part of our community? @stephbeadell Yes No I Don't Know
11. 11. Use a 5 or 7-point Scale @stephbeadell
12. 12. A Better Question @stephbeadell I fit in with the community. Strongly Agree Strongly Disagree Neutral
13. 13. I Fit in with the Community @stephbeadell 0 20 40 60 80 100 120 140 160 180 200 Strongly Disagree Disagree Neutral Agree Strongly Agree I  Fit  in  with  the  Community Average: 3.67
14. 14. “I Fit in with the Community” Score Over Time @stephbeadell 0 0.5 1 1.5 2 2.5 3 3.5 4 4.5 5 I  Fit  in  with  the  Community
16. 16. Likert Scale Basics @stephbeadell Strongly Agree Neutral Strongly Disagree 5 or 7 points
17. 17. Likert Scale Basics @stephbeadell Brave Shy Unipolar (Don’t Do This)
19. 19. Likert Scale Question @stephbeadell I fit in with the community. Strongly Agree Strongly Disagree Neutral
20. 20. Scoring the Answers @stephbeadell I fit in with the community. 1 2 3 4 5
21. 21. Correlation Analysis & More @stephbeadell “Heavy forum users are more likely to be satisfied with their membership.” Satisfaction Frequency of Forum Visits Forum Usage vs. Satisfaction
22. 22. Use a 5 or 7-point Scale When in Doubt: @stephbeadell
24. 24. @stephbeadell into multiple questions Break down Big Concepts
25. 25. Typical Survey Question @stephbeadell Are you happy with the community?
26. 26. … it could mean @stephbeadell Do you like the people in the community?
27. 27. … it could mean @stephbeadell Does the community meet your needs?
28. 28. … it could mean @stephbeadell Does being a member make you feel good?
29. 29. @stephbeadell ? ? ? ?
30. 30. Try this instead @stephbeadell 1. Being a member is valuable to my career. 2. I enjoy being a member. 3. The company cares about the community.
31. 31. Report it Like This @stephbeadell 0 0.5 1 1.5 2 2.5 3 3.5 4 4.5 5 Valuable to Career Enjoy Being Part Company Cares Member Happiness Survey Average Happiness Score: 11 out of 15
32. 32. Track it Over Time @stephbeadell “Our team increased member happiness by 3 points this quarter.” 0 2 4 6 8 10 12 14 16 Month 1 Month 2 Month 3 Happiness
33. 33. @stephbeadell Break down Big Concepts
35. 35. Typical Survey Results @stephbeadell 0 20 40 60 80 100 120 140 160 180 200 Strongly Disagree Disagree Neutral Agree Strongly Agree I  Fit  in  with  the  Community2. Freelancer Small Business Enterprise Business  Size1.
36. 36. Compare and Contrast @stephbeadell
37. 37. Comparing Answers @stephbeadell EnterpriseSmall Business 0 10 20 30 40 50 60 70 80 I  Fit  in  with  the  Community 0 10 20 30 40 50 60 70 80 I  Fit  in  with  the  Community
38. 38. Typical Survey Results @stephbeadell 0 20 40 60 80 100 120 140 160 180 200 Strongly Disagree Disagree Neutral Agree Strongly Agree I  Fit  in  with  the  Community 2. Freelancer Small Business Enterprise Business  Size1.
39. 39. Comparing Answers @stephbeadell EnterpriseSmall Business 0 10 20 30 40 50 60 70 80 I  Fit  in  with  the  Community 0 10 20 30 40 50 60 70 80 I  Fit  in  with  the  Community
40. 40. How to Do It in Excel: Pivot Tables @stephbeadell Export Raw Data
41. 41. And in SurveyMonkey: Filter/Compare @stephbeadell Filter or Compare
45. 45. Use a 5 or 7-point Scale When in Doubt: @stephbeadell
46. 46. @stephbeadell Break down Big Concepts
47. 47. Compare and Contrast @stephbeadell
48. 48. How Not to Screw it Up
51. 51. Bargh, Chen, and Burrows (1996) @stephbeadell Sentence Scramble Task Rude aggressively, bold, rude, bother, disturb, intrude, annoyingly, interrupt, audaciously, brazen, impolitely, infringe, obnoxious, aggravating, bluntly Polite honor, considerate, appreciate, patiently, cordially, yield, polite, cautiously, courteous, graciously, sensitively; discreetly, behaved, unobtrusively Neutral exercising, flawlessly; occasionally rapidly, gleefully, practiced, optimistically, successfully, normally, send, watches, encourages. gives, clears, prepares
52. 52. Bargh, Chen, and Burrows (1996) @stephbeadell People who Interrupted After the Task Polite Neutral Rude
53. 53. Introducing Bias: Priming @stephbeadell When are people prompted to take the survey?
55. 55. Order Bias @stephbeadell How important is content marketing?
56. 56. Order Bias @stephbeadell How important is content marketing? How much content marketing do you plan to do this year?
57. 57. Solving Order Bias with Randomization @stephbeadell Question Randomization
58. 58. Solving Order Bias with Randomization @stephbeadell Shuffle Question Order
60. 60. Stone, Lynch, Sjomeling, and Darley (1999) @stephbeadell “natural athletic ability” “sports intelligence”
61. 61. Inzlicht (2000) @stephbeadell Female Math Test Performance When Others Present 2  Women 2  Men
62. 62. Solving for Stereotype Threat @stephbeadell Demographic data always goes at the end of a survey
66. 66. Leading Question @stephbeadell Do you believe you deserve a higher salary?
68. 68. Why People Lie
70. 70. How to Handle Sensitive Information @stephbeadell Put tough questions toward the end of your survey
75. 75. How to Prevent Boredom @stephbeadell Set Time Expectations “This survey will take about 5 minutes”
76. 76. How to Prevent Boredom @stephbeadell Use a Progress Bar
77. 77. Powerful Data Analysis