SlideShare a Scribd company logo
Creating a Survey to
Test Your Wicked
Question
Q
uantit
ative!
May 30, 2023
Julie Fossitt
Questionnaire design basics including how to test your survey to
ensure it gets you the answers you need
Arts Marketing Research Part B:
We
got
this!
Land
Acknowledgment
May 30, 2023
juliefossitt.ca
If you missed the workshop this morning, you can
find a link to the slides, the group exercise and
everything else at juliefossitt.ca
Part A: Defining the
Wicked Question
May 30, 2023
juliefossitt.ca
Today's Agenda
1 4
2 5
3 6
Workshop objectives Group Exercise
Understanding survey research Dos and Don'ts
Steps in creating a survey Resources and Questions
May 30, 2023
juliefossitt.ca
Thanks for being here! You can connect with
me anytime for help or support with your
market research questions.
email: juliefossitt@gmail.com or
jfossitt@cityofkingston.ca
Instagram: @juliefossitt
Linked In: linkedin.com/in/juliefossitt/
About Me
May 30, 2023
juliefossitt.ca
Workshop objective
The sole objective of this workshop is to help you create
a survey that will ensure that you get the most accurate
responses to test your decision problem.
May 30, 2023
juliefossitt.ca
1
May 30, 2023
juliefossitt.ca
Understanding survey
research
2
Test
relationships
Find
patterns
and
averages
Definition and purpose of
survey research
Survey research is a quantitative research method used
to collect data and gather information from a sample
population.
The primary objective of survey research is to explore
and describe the characteristics, attitudes, opinions,
behaviours, and preferences of a target population.
May 30, 2023
juliefossitt.ca
Make
predictions
Generalize
results to
wider
populations
Identify new
opportunities
Advantages of
survey research
Optimize
marketing
channels
Evaluate
and refine
messaging
Measure
impact and
ROI
Focus on
audience
needs
May 30, 2023
juliefossitt.ca
Sampling
limitations
Disadvantages of
survey research
Limited
depth
Non-
response
bias
Lack of
context
Response
bias
May 30, 2023
juliefossitt.ca
Steps in creating a
survey
May 30, 2023
juliefossitt.ca
3
Steps to create a
survey
1.
Define The
Problem
2.
Identify
Research
questions
3.
Select the
target
audience
4.
Choose right
method for
the audience
5.
Design survey
questions
6.
Pretest, test,
and test
again!
7.
Refine and
finalize survey
8.
All systems go!
Simple words;
Keep it short;
be specific;
avoid bias; no
hypothetical
questions; no
vague
quantifiers;
no double-
barrelled
questions
Phone; in
person;
online
demographics;
psychographic
s; product
usage, brand
awareness
4
May 30, 2023
juliefossitt.ca
GROUP EXERCISE
Are You Ready?
Group work
Decision problem #1: You are a development associate and want to increase sponsorship of your
musical theatre performances. You have a small group of loyal sponsors, and you think that you
could do more to raise awareness of their brands to your audiences to provide more value. Create a
survey to test your hypothesis.
Decision problem #2: You are the marketing manager at a symphony orchestra and have presented
school performances for 10 years. Attendance has been slowly declining, and you have a hunch that
the reason it has been is the cost of transportation to attend the performance is unaffordable.
Create a survey to test your hypothesis.
Decision problem #3: You are the marketing manager at a small performing arts organization and
have noticed challenges with older customers at shows, particularly related to seating, bar service
and parking. When reviewing Facebook DMS and emails, these themes seem to be an issue. Create
a survey to test your hypothesis.
Questions 1-4 in small groups and then we can do a bit of sharing of questions together.
Choose one decision problem!
May 30, 2023
juliefossitt.ca
Checklist: DO
Give clear instructions
Keep question structure simple
Ask one question at a time
Define terms before asking the question
Be explicit about the period of time being referenced by the
question
Provide a list of acceptable responses to closed questions
Ensure that response categories with words rather than
numbers
Ask for numbers of occurrences, rather than providing
response categories like often, seldom, never
Save personal and demographic questions for the end of the
survey
May 30, 2023
juliefossitt.ca
Checklist: DON'T
Use jargon or complex phrases
Frame questions in the negative
Use abbreviations, contractions or symbols
Mix different words for the same concept
Use “loaded” words or phrases
Combine multiple response dimensions in the same question
Give the impression that you are expecting a certain
response
Bounce around between topics or time periods
Insert unnecessary graphics or mix many font styles and sizes
May 30, 2023
juliefossitt.ca
May 30, 2023
juliefossitt.ca
Sage video,
Designing a
survey
Pew Research
Center video,
Question
wording
Kantar online
survey
training
modules
Linkedin
Learning
course
Resources
Page
Equity Matters
podcast with Dr.
Autumn
Blackdeer
May 30, 2023
juliefossitt.ca
THANK YOU
FOR YOUR TIME
QUESTIONS?

More Related Content

Similar to Arts Reach presentation part B_30May23.pdf

Evaluation support
Evaluation supportEvaluation support
Evaluation support
twbsmediaconnell
 
Marketing & Networking - Course Overview
Marketing & Networking - Course OverviewMarketing & Networking - Course Overview
Marketing & Networking - Course Overview
Tai Tran
 
Product Sense Mock Interview 2023
Product Sense Mock Interview 2023Product Sense Mock Interview 2023
Product Sense Mock Interview 2023
Simplilearn
 
A look at audience research for your organisation
A look at audience research for your organisationA look at audience research for your organisation
A look at audience research for your organisation
Amplify Mobilise Change
 
Primary Research Basics: Inforum
Primary Research Basics: InforumPrimary Research Basics: Inforum
Primary Research Basics: Inforum
Emily Gremel
 
Questionnaire design
Questionnaire design Questionnaire design
Questionnaire design
Suvarna JaipurkarGanvir
 
Designing a survey questionnaire
Designing a survey questionnaireDesigning a survey questionnaire
Designing a survey questionnaire
Argie Ray Butalid
 
Questionnaire
QuestionnaireQuestionnaire
Questionnaire
Umang Thakkar
 
Ms 95 - research methodology for management decisions
Ms 95 - research methodology for management decisionsMs 95 - research methodology for management decisions
Ms 95 - research methodology for management decisions
smumbahelp
 
Beyond "I Agree": Developing a Toolkit for facilitating Online Discussions
Beyond "I Agree": Developing a Toolkit for facilitating Online DiscussionsBeyond "I Agree": Developing a Toolkit for facilitating Online Discussions
Beyond "I Agree": Developing a Toolkit for facilitating Online Discussions
SUNY Empire State College
 
Build Better Surveys - Part 3
Build Better Surveys - Part 3Build Better Surveys - Part 3
Build Better Surveys - Part 3
Sogolytics
 
Develop and deliver a great presentation dan steer 2015
Develop and deliver a great presentation   dan steer 2015Develop and deliver a great presentation   dan steer 2015
Develop and deliver a great presentation dan steer 2015
@dan _steer
 
"Tell me about your research"
"Tell me about your research""Tell me about your research"
"Tell me about your research"
Rock Leung
 
Pob stage 2 marketing seminar 6 post students
Pob stage 2 marketing   seminar 6 post studentsPob stage 2 marketing   seminar 6 post students
Pob stage 2 marketing seminar 6 post students
jowebbpearson
 
Creating an audience profile
Creating an audience profileCreating an audience profile
Creating an audience profile
Tom-Brett
 
Comm 1010 Syllabus Spring 2016
Comm 1010 Syllabus Spring 2016Comm 1010 Syllabus Spring 2016
Comm 1010 Syllabus Spring 2016
Quinn Thurman
 
Questionnaire development
Questionnaire developmentQuestionnaire development
Questionnaire development
Dr. Anugamini Priya
 
Research Writing Survey
Research Writing SurveyResearch Writing Survey
Research Writing Survey
Aiden Yeh
 
Untitled 2 task 4 pdff
Untitled 2 task 4 pdffUntitled 2 task 4 pdff
Untitled 2 task 4 pdff
ruheeA
 
Start Garden: Defining Your Target Customer
Start Garden: Defining Your Target CustomerStart Garden: Defining Your Target Customer
Start Garden: Defining Your Target Customer
Emily Gremel
 

Similar to Arts Reach presentation part B_30May23.pdf (20)

Evaluation support
Evaluation supportEvaluation support
Evaluation support
 
Marketing & Networking - Course Overview
Marketing & Networking - Course OverviewMarketing & Networking - Course Overview
Marketing & Networking - Course Overview
 
Product Sense Mock Interview 2023
Product Sense Mock Interview 2023Product Sense Mock Interview 2023
Product Sense Mock Interview 2023
 
A look at audience research for your organisation
A look at audience research for your organisationA look at audience research for your organisation
A look at audience research for your organisation
 
Primary Research Basics: Inforum
Primary Research Basics: InforumPrimary Research Basics: Inforum
Primary Research Basics: Inforum
 
Questionnaire design
Questionnaire design Questionnaire design
Questionnaire design
 
Designing a survey questionnaire
Designing a survey questionnaireDesigning a survey questionnaire
Designing a survey questionnaire
 
Questionnaire
QuestionnaireQuestionnaire
Questionnaire
 
Ms 95 - research methodology for management decisions
Ms 95 - research methodology for management decisionsMs 95 - research methodology for management decisions
Ms 95 - research methodology for management decisions
 
Beyond "I Agree": Developing a Toolkit for facilitating Online Discussions
Beyond "I Agree": Developing a Toolkit for facilitating Online DiscussionsBeyond "I Agree": Developing a Toolkit for facilitating Online Discussions
Beyond "I Agree": Developing a Toolkit for facilitating Online Discussions
 
Build Better Surveys - Part 3
Build Better Surveys - Part 3Build Better Surveys - Part 3
Build Better Surveys - Part 3
 
Develop and deliver a great presentation dan steer 2015
Develop and deliver a great presentation   dan steer 2015Develop and deliver a great presentation   dan steer 2015
Develop and deliver a great presentation dan steer 2015
 
"Tell me about your research"
"Tell me about your research""Tell me about your research"
"Tell me about your research"
 
Pob stage 2 marketing seminar 6 post students
Pob stage 2 marketing   seminar 6 post studentsPob stage 2 marketing   seminar 6 post students
Pob stage 2 marketing seminar 6 post students
 
Creating an audience profile
Creating an audience profileCreating an audience profile
Creating an audience profile
 
Comm 1010 Syllabus Spring 2016
Comm 1010 Syllabus Spring 2016Comm 1010 Syllabus Spring 2016
Comm 1010 Syllabus Spring 2016
 
Questionnaire development
Questionnaire developmentQuestionnaire development
Questionnaire development
 
Research Writing Survey
Research Writing SurveyResearch Writing Survey
Research Writing Survey
 
Untitled 2 task 4 pdff
Untitled 2 task 4 pdffUntitled 2 task 4 pdff
Untitled 2 task 4 pdff
 
Start Garden: Defining Your Target Customer
Start Garden: Defining Your Target CustomerStart Garden: Defining Your Target Customer
Start Garden: Defining Your Target Customer
 

More from Julie Fossitt

Marketing for artists
Marketing for artistsMarketing for artists
Marketing for artists
Julie Fossitt
 
The costs of admission: consumer behaviour and your post-pandemic audience
The costs of admission: consumer behaviour and your post-pandemic audienceThe costs of admission: consumer behaviour and your post-pandemic audience
The costs of admission: consumer behaviour and your post-pandemic audience
Julie Fossitt
 
Market research for artists
Market research for artistsMarket research for artists
Market research for artists
Julie Fossitt
 
Promoting work, promoting self: building your professional network in a digit...
Promoting work, promoting self: building your professional network in a digit...Promoting work, promoting self: building your professional network in a digit...
Promoting work, promoting self: building your professional network in a digit...
Julie Fossitt
 
Culture as a driver for leisure tourism - by Julie Fossitt
Culture as a driver for leisure tourism - by Julie FossittCulture as a driver for leisure tourism - by Julie Fossitt
Culture as a driver for leisure tourism - by Julie Fossitt
Julie Fossitt
 
Using Environics data for the Grand Theatre, Kingston
Using Environics data for the Grand Theatre, KingstonUsing Environics data for the Grand Theatre, Kingston
Using Environics data for the Grand Theatre, Kingston
Julie Fossitt
 
Cultural Services Report Card
Cultural Services Report CardCultural Services Report Card
Cultural Services Report Card
Julie Fossitt
 
Evaluation of imagination
Evaluation of imaginationEvaluation of imagination
Evaluation of imagination
Julie Fossitt
 

More from Julie Fossitt (8)

Marketing for artists
Marketing for artistsMarketing for artists
Marketing for artists
 
The costs of admission: consumer behaviour and your post-pandemic audience
The costs of admission: consumer behaviour and your post-pandemic audienceThe costs of admission: consumer behaviour and your post-pandemic audience
The costs of admission: consumer behaviour and your post-pandemic audience
 
Market research for artists
Market research for artistsMarket research for artists
Market research for artists
 
Promoting work, promoting self: building your professional network in a digit...
Promoting work, promoting self: building your professional network in a digit...Promoting work, promoting self: building your professional network in a digit...
Promoting work, promoting self: building your professional network in a digit...
 
Culture as a driver for leisure tourism - by Julie Fossitt
Culture as a driver for leisure tourism - by Julie FossittCulture as a driver for leisure tourism - by Julie Fossitt
Culture as a driver for leisure tourism - by Julie Fossitt
 
Using Environics data for the Grand Theatre, Kingston
Using Environics data for the Grand Theatre, KingstonUsing Environics data for the Grand Theatre, Kingston
Using Environics data for the Grand Theatre, Kingston
 
Cultural Services Report Card
Cultural Services Report CardCultural Services Report Card
Cultural Services Report Card
 
Evaluation of imagination
Evaluation of imaginationEvaluation of imagination
Evaluation of imagination
 

Recently uploaded

Building A Powerful Brand on Any Platform
Building A Powerful Brand on Any PlatformBuilding A Powerful Brand on Any Platform
Building A Powerful Brand on Any Platform
Xpand Marketing
 
Digital marketing is essential for global reach, engagement, and growth.
Digital marketing is essential for global reach, engagement, and growth.Digital marketing is essential for global reach, engagement, and growth.
Digital marketing is essential for global reach, engagement, and growth.
raqibmifysolutions
 
campaign ads for fostanak local brand in egypt
campaign ads for fostanak local brand in egyptcampaign ads for fostanak local brand in egypt
campaign ads for fostanak local brand in egypt
shahdmahmoudattia
 
PPC and SEO Synergies - Strategies Every Company Should Deploy - Benjamin Lund
PPC and SEO Synergies - Strategies Every Company Should Deploy - Benjamin LundPPC and SEO Synergies - Strategies Every Company Should Deploy - Benjamin Lund
PPC and SEO Synergies - Strategies Every Company Should Deploy - Benjamin Lund
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
Billion Broadcaster's Frame Posters and Horizontal Lift Advertising Screens: ...
Billion Broadcaster's Frame Posters and Horizontal Lift Advertising Screens: ...Billion Broadcaster's Frame Posters and Horizontal Lift Advertising Screens: ...
Billion Broadcaster's Frame Posters and Horizontal Lift Advertising Screens: ...
VikasYadav194549
 
How Social Media effect on business | eflot
How Social Media effect on business | eflotHow Social Media effect on business | eflot
How Social Media effect on business | eflot
swethag283189
 
Go To Market Strategy - Zig When Others Zag
Go To Market Strategy - Zig When Others ZagGo To Market Strategy - Zig When Others Zag
Go To Market Strategy - Zig When Others Zag
Rajesh Math
 
CAMPUSEDGE ENETERPRISE RESOURCE MANAGEMENT SOFTWARE
CAMPUSEDGE ENETERPRISE RESOURCE MANAGEMENT SOFTWARECAMPUSEDGE ENETERPRISE RESOURCE MANAGEMENT SOFTWARE
CAMPUSEDGE ENETERPRISE RESOURCE MANAGEMENT SOFTWARE
solitaireshubham
 
Snapshot of Consumer Behaviors of June 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of June 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of June 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of June 2024-EOLiSurvey (EN).pdf
Eastern Online-iSURVEY
 
Paid Media Targeting in a Cookieless Future - Kevin Lee
Paid Media Targeting in a Cookieless Future - Kevin LeePaid Media Targeting in a Cookieless Future - Kevin Lee
Paid Media Targeting in a Cookieless Future - Kevin Lee
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
Rural Marketing Strategies for Rural India
Rural Marketing Strategies for Rural IndiaRural Marketing Strategies for Rural India
Rural Marketing Strategies for Rural India
Saravanan Sugadevan
 
SEO for Revenue, Grow Your Business, Not Just Your Rankings - Dale Bertrand
SEO for Revenue, Grow Your Business, Not Just Your Rankings - Dale BertrandSEO for Revenue, Grow Your Business, Not Just Your Rankings - Dale Bertrand
SEO for Revenue, Grow Your Business, Not Just Your Rankings - Dale Bertrand
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
Introduction-to-Social-Marketing-2024Trendy Mktg
Introduction-to-Social-Marketing-2024Trendy MktgIntroduction-to-Social-Marketing-2024Trendy Mktg
Introduction-to-Social-Marketing-2024Trendy Mktg
puneetmonga971720526
 
Chandigarh Institute of Internet Marketing
Chandigarh Institute of Internet MarketingChandigarh Institute of Internet Marketing
Chandigarh Institute of Internet Marketing
CIIM
 
KODA Digital Marketing Agency Profile Services.pdf
KODA Digital Marketing Agency Profile Services.pdfKODA Digital Marketing Agency Profile Services.pdf
KODA Digital Marketing Agency Profile Services.pdf
amanprince3789
 
Revolutionizing Advertising with Billion Broadcaster Standee Screen Media
Revolutionizing Advertising with Billion Broadcaster Standee Screen MediaRevolutionizing Advertising with Billion Broadcaster Standee Screen Media
Revolutionizing Advertising with Billion Broadcaster Standee Screen Media
VikasYadav194549
 
10 Powerful Strategies to Solve Common Payroll Problems in SMEs_.pdf
10 Powerful Strategies to Solve Common Payroll Problems in SMEs_.pdf10 Powerful Strategies to Solve Common Payroll Problems in SMEs_.pdf
10 Powerful Strategies to Solve Common Payroll Problems in SMEs_.pdf
Top Klickz
 
2024 July - Hubspot's Content Hub and the Implications for B2B Marketers - G...
2024 July - Hubspot's Content Hub and the Implications for B2B Marketers  - G...2024 July - Hubspot's Content Hub and the Implications for B2B Marketers  - G...
2024 July - Hubspot's Content Hub and the Implications for B2B Marketers - G...
mjenkins13
 
Do's and Don'ts: How to Pitch Your Press Release to Journalists
Do's and Don'ts: How to Pitch Your Press Release to JournalistsDo's and Don'ts: How to Pitch Your Press Release to Journalists
Do's and Don'ts: How to Pitch Your Press Release to Journalists
Aggregage
 

Recently uploaded (20)

Building A Powerful Brand on Any Platform
Building A Powerful Brand on Any PlatformBuilding A Powerful Brand on Any Platform
Building A Powerful Brand on Any Platform
 
Digital marketing is essential for global reach, engagement, and growth.
Digital marketing is essential for global reach, engagement, and growth.Digital marketing is essential for global reach, engagement, and growth.
Digital marketing is essential for global reach, engagement, and growth.
 
campaign ads for fostanak local brand in egypt
campaign ads for fostanak local brand in egyptcampaign ads for fostanak local brand in egypt
campaign ads for fostanak local brand in egypt
 
PPC and SEO Synergies - Strategies Every Company Should Deploy - Benjamin Lund
PPC and SEO Synergies - Strategies Every Company Should Deploy - Benjamin LundPPC and SEO Synergies - Strategies Every Company Should Deploy - Benjamin Lund
PPC and SEO Synergies - Strategies Every Company Should Deploy - Benjamin Lund
 
The Authenticity Lie - Eric S. Thomas, Invest Detroit
The Authenticity Lie - Eric S. Thomas, Invest DetroitThe Authenticity Lie - Eric S. Thomas, Invest Detroit
The Authenticity Lie - Eric S. Thomas, Invest Detroit
 
Billion Broadcaster's Frame Posters and Horizontal Lift Advertising Screens: ...
Billion Broadcaster's Frame Posters and Horizontal Lift Advertising Screens: ...Billion Broadcaster's Frame Posters and Horizontal Lift Advertising Screens: ...
Billion Broadcaster's Frame Posters and Horizontal Lift Advertising Screens: ...
 
How Social Media effect on business | eflot
How Social Media effect on business | eflotHow Social Media effect on business | eflot
How Social Media effect on business | eflot
 
Go To Market Strategy - Zig When Others Zag
Go To Market Strategy - Zig When Others ZagGo To Market Strategy - Zig When Others Zag
Go To Market Strategy - Zig When Others Zag
 
CAMPUSEDGE ENETERPRISE RESOURCE MANAGEMENT SOFTWARE
CAMPUSEDGE ENETERPRISE RESOURCE MANAGEMENT SOFTWARECAMPUSEDGE ENETERPRISE RESOURCE MANAGEMENT SOFTWARE
CAMPUSEDGE ENETERPRISE RESOURCE MANAGEMENT SOFTWARE
 
Snapshot of Consumer Behaviors of June 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of June 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of June 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of June 2024-EOLiSurvey (EN).pdf
 
Paid Media Targeting in a Cookieless Future - Kevin Lee
Paid Media Targeting in a Cookieless Future - Kevin LeePaid Media Targeting in a Cookieless Future - Kevin Lee
Paid Media Targeting in a Cookieless Future - Kevin Lee
 
Rural Marketing Strategies for Rural India
Rural Marketing Strategies for Rural IndiaRural Marketing Strategies for Rural India
Rural Marketing Strategies for Rural India
 
SEO for Revenue, Grow Your Business, Not Just Your Rankings - Dale Bertrand
SEO for Revenue, Grow Your Business, Not Just Your Rankings - Dale BertrandSEO for Revenue, Grow Your Business, Not Just Your Rankings - Dale Bertrand
SEO for Revenue, Grow Your Business, Not Just Your Rankings - Dale Bertrand
 
Introduction-to-Social-Marketing-2024Trendy Mktg
Introduction-to-Social-Marketing-2024Trendy MktgIntroduction-to-Social-Marketing-2024Trendy Mktg
Introduction-to-Social-Marketing-2024Trendy Mktg
 
Chandigarh Institute of Internet Marketing
Chandigarh Institute of Internet MarketingChandigarh Institute of Internet Marketing
Chandigarh Institute of Internet Marketing
 
KODA Digital Marketing Agency Profile Services.pdf
KODA Digital Marketing Agency Profile Services.pdfKODA Digital Marketing Agency Profile Services.pdf
KODA Digital Marketing Agency Profile Services.pdf
 
Revolutionizing Advertising with Billion Broadcaster Standee Screen Media
Revolutionizing Advertising with Billion Broadcaster Standee Screen MediaRevolutionizing Advertising with Billion Broadcaster Standee Screen Media
Revolutionizing Advertising with Billion Broadcaster Standee Screen Media
 
10 Powerful Strategies to Solve Common Payroll Problems in SMEs_.pdf
10 Powerful Strategies to Solve Common Payroll Problems in SMEs_.pdf10 Powerful Strategies to Solve Common Payroll Problems in SMEs_.pdf
10 Powerful Strategies to Solve Common Payroll Problems in SMEs_.pdf
 
2024 July - Hubspot's Content Hub and the Implications for B2B Marketers - G...
2024 July - Hubspot's Content Hub and the Implications for B2B Marketers  - G...2024 July - Hubspot's Content Hub and the Implications for B2B Marketers  - G...
2024 July - Hubspot's Content Hub and the Implications for B2B Marketers - G...
 
Do's and Don'ts: How to Pitch Your Press Release to Journalists
Do's and Don'ts: How to Pitch Your Press Release to JournalistsDo's and Don'ts: How to Pitch Your Press Release to Journalists
Do's and Don'ts: How to Pitch Your Press Release to Journalists
 

Arts Reach presentation part B_30May23.pdf

  • 1. Creating a Survey to Test Your Wicked Question Q uantit ative! May 30, 2023 Julie Fossitt Questionnaire design basics including how to test your survey to ensure it gets you the answers you need Arts Marketing Research Part B: We got this!
  • 3. If you missed the workshop this morning, you can find a link to the slides, the group exercise and everything else at juliefossitt.ca Part A: Defining the Wicked Question May 30, 2023 juliefossitt.ca
  • 4. Today's Agenda 1 4 2 5 3 6 Workshop objectives Group Exercise Understanding survey research Dos and Don'ts Steps in creating a survey Resources and Questions May 30, 2023 juliefossitt.ca
  • 5. Thanks for being here! You can connect with me anytime for help or support with your market research questions. email: juliefossitt@gmail.com or jfossitt@cityofkingston.ca Instagram: @juliefossitt Linked In: linkedin.com/in/juliefossitt/ About Me May 30, 2023 juliefossitt.ca
  • 6. Workshop objective The sole objective of this workshop is to help you create a survey that will ensure that you get the most accurate responses to test your decision problem. May 30, 2023 juliefossitt.ca 1
  • 8. Test relationships Find patterns and averages Definition and purpose of survey research Survey research is a quantitative research method used to collect data and gather information from a sample population. The primary objective of survey research is to explore and describe the characteristics, attitudes, opinions, behaviours, and preferences of a target population. May 30, 2023 juliefossitt.ca Make predictions Generalize results to wider populations
  • 9. Identify new opportunities Advantages of survey research Optimize marketing channels Evaluate and refine messaging Measure impact and ROI Focus on audience needs May 30, 2023 juliefossitt.ca
  • 11. Steps in creating a survey May 30, 2023 juliefossitt.ca 3
  • 12. Steps to create a survey 1. Define The Problem 2. Identify Research questions 3. Select the target audience 4. Choose right method for the audience 5. Design survey questions 6. Pretest, test, and test again! 7. Refine and finalize survey 8. All systems go! Simple words; Keep it short; be specific; avoid bias; no hypothetical questions; no vague quantifiers; no double- barrelled questions Phone; in person; online demographics; psychographic s; product usage, brand awareness
  • 13. 4 May 30, 2023 juliefossitt.ca GROUP EXERCISE Are You Ready?
  • 14. Group work Decision problem #1: You are a development associate and want to increase sponsorship of your musical theatre performances. You have a small group of loyal sponsors, and you think that you could do more to raise awareness of their brands to your audiences to provide more value. Create a survey to test your hypothesis. Decision problem #2: You are the marketing manager at a symphony orchestra and have presented school performances for 10 years. Attendance has been slowly declining, and you have a hunch that the reason it has been is the cost of transportation to attend the performance is unaffordable. Create a survey to test your hypothesis. Decision problem #3: You are the marketing manager at a small performing arts organization and have noticed challenges with older customers at shows, particularly related to seating, bar service and parking. When reviewing Facebook DMS and emails, these themes seem to be an issue. Create a survey to test your hypothesis. Questions 1-4 in small groups and then we can do a bit of sharing of questions together. Choose one decision problem! May 30, 2023 juliefossitt.ca
  • 15. Checklist: DO Give clear instructions Keep question structure simple Ask one question at a time Define terms before asking the question Be explicit about the period of time being referenced by the question Provide a list of acceptable responses to closed questions Ensure that response categories with words rather than numbers Ask for numbers of occurrences, rather than providing response categories like often, seldom, never Save personal and demographic questions for the end of the survey May 30, 2023 juliefossitt.ca
  • 16. Checklist: DON'T Use jargon or complex phrases Frame questions in the negative Use abbreviations, contractions or symbols Mix different words for the same concept Use “loaded” words or phrases Combine multiple response dimensions in the same question Give the impression that you are expecting a certain response Bounce around between topics or time periods Insert unnecessary graphics or mix many font styles and sizes May 30, 2023 juliefossitt.ca
  • 17. May 30, 2023 juliefossitt.ca Sage video, Designing a survey Pew Research Center video, Question wording Kantar online survey training modules Linkedin Learning course Resources Page Equity Matters podcast with Dr. Autumn Blackdeer
  • 18. May 30, 2023 juliefossitt.ca THANK YOU FOR YOUR TIME QUESTIONS?