Question Design

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Question Design

  1. 1. American Horse Publications <ul><li>Survey Question Design </li></ul>Billy Smith, EdD Executive Director/Information Technology American Quarter Horse Association
  2. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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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