Survey Research 101


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Survey Research 101

  1. 1. Online Surveys 101<br />A practical how-to<br />
  2. 2. What is survey research?<br />Asking structured questions<br />Online surveys<br />Telephone surveys<br />Structured face-to-face interviews<br />
  3. 3. Surveys versus other qualitative methods<br />
  4. 4. Is a survey the right research method?<br />Yes<br />No<br />I know a lot about the topic<br />I need to summarize the findings in numerical format<br />I don’t need a lot of detail and nuance<br />I need to generalize the results to the population<br />I need to predict the likelihood of a certain thing happening<br />I want to measure incremental change<br />I don’t really know much about the topic<br />I don’t need to summarize the findings in numerical format<br />I need to communicate a lot of detail and nuance<br />I’m interested in case study information<br />I’m not planning on predicting the likelihood of anything<br />I don’t need to measure any change<br />
  5. 5. Is it time to do a survey?<br />Clear idea of all possible questions and answers?<br />Formulated all questions and possible answers?<br />Yes<br />Do a survey<br />Yes<br />No<br />Pilot test the questions<br />Yes<br />No<br />Discovered questions and answers through<br />Qual research?<br />Do more Qual research<br />No<br />
  6. 6. Asking good questions<br />Mutually exclusive and exhaustive<br />No overlap between answers<br />All possible answers<br />No double-barreled questions<br />Wrong: “What do you think about our response times and customer service?”<br />Right: “What is your opinion of our response time?”<br />Focus on opinions or beliefs of participants<br />Wrong: “How usable is our Web site?”<br />Right: “What are users’ opinions of the site’s look and feel?”<br />Close-ended is best<br />Cuts down on analysis time<br />Demographic questions at the end<br />
  7. 7. Sampling and its implications<br />Probability Sample<br />Non-probability Sample<br />You can predict the likelihood of any single person being selected to participate<br />Has some randomized element to it<br />Allows for you to compare your findings to what you would expect with pure random events<br />Allows for prediction of accuracy<br />Allows for generalizing to the population at large<br />Can use inferential techniques<br />You cannot predict the likelihood of any person participating<br />Has no random element to it<br />Cannot be used to predict future likelihood of anything<br />Cannot be used to generalize to the population at large<br />Still provides some insight, particularly if you ask everyone in a group the same question<br />Does not allow to estimate the accuracy of the results<br />Cannot use inferential techniques<br />
  8. 8. The lay of the land: descriptive statistics<br />Summarizes the responses<br />What is the most “typical” response?<br />Mean<br />Mode<br />Median<br />How much variation is there between responses?<br />Standard deviation<br />Inter-quartile range<br />
  9. 9. Predicting behavior: inferential statistics<br />Infers or predicts future behavior<br />Which respondents are more likely to…<br />Cross-tabulation<br />Which factors most influence<br />Behavior<br />Satisfaction<br />etc<br />
  10. 10. The tools you need<br />Online Survey Tool<br />Statistical Analysis Software<br />
  11. 11. The skills you need<br />Knowledge of the topic<br />Ability to write good questions<br />Familiarity with the survey tool<br />Some basic knowledge of statistics<br />A framework for writing the report<br />Important to write the outline of the final report before you start!<br />
  12. 12. The payoff you’ll get<br />“More men are dissatisfied with the checkout process.” <br />“Younger users are much more unhappy with customer service that older users.”<br />“Higher-income individuals are the most unlikely to recommend this site to friends and family.” <br />
  13. 13. What you won’t learn…<br />Why aren’t people coming to our site?<br />How can we innovate on our current design?<br />Why don’t people finish the checkout process?<br />What are the main characteristics of the people who don’t come to our site?<br />
  14. 14. Copernicus ConsultingDesign research and strategy<br /><br />