Evaluating questions to be asked in a survey

1. TO ASK OR NOT TO ASK
Evaluating Questions To Be Asked
In A Survey
GROUP MEMBERS
Group Leader: Melvin Brown
James Sylvester
Denisha Modeste
Kashida St. Bernard

2. Understanding Research Objectives
Often, Potential Researchers, when
embarking on investigations use the
S.M.A.R.T. acronym to determine
whether or not the research objectives
fit the investigation being undertaken.

4. But why S.M.A.R.T…?
Research questions also need to keep
firmly to the objectives outlined for
the investigation.
Therefore, our group found that the
S.M.A.R.T acronym provided the
perfect criterion by which to examine
our survey questions.

5. Time to evaluate our
consumer survey
questions…

6. What is your partner’s favorite brand of golf balls?
Specific?
• It is specific in terms of determining the information needed, but
fails to extract information about the person who is answering the
question (focusing rather on their opinion/observation of others)
Survey may ask this to find out:
customer’s preference of brand
before opening a sports shop
• It isn’t measurable because the results may be inaccurate because
the question relies on the person’s knowledge of their partner
preference.
Measurable?
what percentage of the
population are into sports,
particularly golf.
• It isn’t achievable because of the method in which the question is
being asked. Preferably, the question should be about the person
answering the survey, not their observation of anyone else.
Achievable?
Most customers may not know
their partner’s favourite brand
of golf balls
Realistic?
Timely?
• Again, not realistic because the question relies on the respondents
opinion/observation of their partner, which may be erroneous.
• The context of the question is timely because it asks about the
respondent’s current partner.

7. What TV programmes did you watch a week ago?
Specific?
• The question is very specific in terms of stating ‘What?’ and
‘When?’
Survey may ask this to find out:
The best TV shows to promote
The best TV slots for
advertisements
The television preference of
the viewing public or a
particular audience e.g.
comedy, sports, soaps, etc.
The peak viewing time of the
population
Measurable?
Achievable?
Realistic?
Timely?
• It is measurable as a detailed listing of TV programmes can be
created from the responses.
• It is not achievable because not everyone watches or has
access to a television.
• It is unrealistic to ask someone to recall what they did after
such a substantial amount of time has passed.
• It is untimely because most persons wouldn’t remember
what they viewed a week ago, unless they have a particular
programme that they love viewing.

8. Can you supply me with a list of your grocery purchases this month?
Specific?
Survey may ask this to find out:
• what type of foods or products
customers are buying
• how much spending power
customers have
• the eating habits of most
customers
• how many customers are smart
buyers and impulse buyers
Measurable?
Achievable?
Realistic?
Timely?
• The question is too specific, to the point where it may
be seen as an invasion of privacy.
• It is tentatively measurable provided that you have
receipts.
• It is not achievable because it may be a long, tedious
task for a respondent to detail out their grocery list.
• It is unrealistic to ask someone to list EVERY purchase
they would have made as groceries.
• It is untimely because most persons wouldn’t
remember what they bought after a certain amount of
time has elapsed.