Here are my slides for my session for the International Institute of Business Analysis (May 23, 2012). I focus on best practices of survey design, highlighting qualitative data.
7. Organizational Research
Process improvement
Re-engineering
Organizational change
Software development
Others?
Source: Business Analysis Books of Knowledge
21. Staff Satisfaction Survey
At ABC Company employee feedback is important to
us. We would appreciate it if you would take 5-10
minutes to complete this survey by Monday May 7,
2012, 2012. All responses are anonymous and will be
kept confidential.
Your participation is voluntary and you may skip any
questions or discontinue at any point. By June 15, 2012
we will post the aggregate results and action items on
the intranet. Thanks in advance for sharing your
thoughts and opinions about how ABC Company could
be a better workplace!
22. E-Surveys
Advantages Disadvantages
Low cost, timely Computer literate &
Large group, dispersed access
Data aggregation & No follow-up/
storage (no data entry) probing
Anonymity No intonation,
gestures
Format ease
Little contact
Skip logic, progress bar
Mostly US servers
23. Quantitative Data
Numerical (“objective”) data
Measured, statistical, stable study
Length, height, volume, weight, speed, time,
temperature, sound levels, cost, age range, #
users or groups, %, etc.
24. Qualitative Data
Descriptive (“subjective”) data;
not traditionally measured
Textual, flexible study
Colour, texture, appearance, beauty, smell,
taste, etc.
25. Latte Example
Quantitative Qualitative
12 ounce mug Medium; see-
7 “ mug height through mug
Serving Steaming hot
temperature 150ºF Pricey drink
Cost: $4.95 Robust aroma
Frothy;
Delicious
29. Qualitative Data (open-ended
questions) Limit use!
Advantages Disadvantages
Personally Non-response – more
meaningful, cultural time/effort to do
Deeper questions (higher skip rate)
Rich, complex human No follow up/clarifying
details explained Longer to analyze
Ideas not (more resources –
anticipated time, people)
Source: Business Analysis Book of Knowledge
30. Response Rate
# Surveys completed = Response rate
# Participants contacted
Sufficient numbers important
Too little data= may not have substantial
info.
Example: client survey
33. Closed Questions (Quantitative)
Rating/Matrix (4, 5 or 7 point)
Ranking, ordinal (1-4) – order
Multiple choice (one or more responses)
Likert scale (Agree…), descriptors
34. Open Questions (Qualitative)
Fill-in-the-blank
(# or word)
Text box
(comment or
paragraph)
Example: Staff Survey
“career development”
35. Question Critique
Under what circumstances Negative phrasing
do you not submit your
weekly project hours?
Overtime still in progress
Unknown factors
NA Other
Do you like our Double-barreled
Edmonton and Calgary
branches?
Yes No
36. Question Critique
What would make the Acronym or
EFAP better? jargon; unclear
If you are working on a Confusing/
late project and a team complex format
member is away, do you:
a) wait
b) continue
c) ask your supervisor for
advice
37. Question Critique
How fair was your Sensitive
performance bonus this year?
Strongly agree Agree Neutral Disagree Strongly disagree
5 4 3 2 1
Do you like the coffee? “Apple pie
Yes No effect”
Do you like the washrooms?
Yes No
Do you like the parking? Yes No
Do you like your boss? Yes No
38. Question Critique
How many copies did Lack of alternate
you make with the choice when
area’s photocopier last needed: “N/A”,
week? “no opinion” or
a) Less than 5 “prefer not to
b) Less than 20 answer”, ”don’t
c) Less than 50 know”
d) Less than 100
e) 100 or more
39. Question Critique
I generally feel informed about changes
that affect me at ABC Company.
1 2 3 4 5
Not at all Very
Informed Informed
Unclear language & descriptors
40. Question Critique
I can see the link between my work and
ABC Company’s objectives and
mission.
1 2 3 4 5
Not at all Very
Double-barreled question,
Presumes understanding (2),
Descriptors don’t fit.
41. Question Critique
Do you feel the efforts of the Social
Committee contribute to your
enjoyment in working at ABC
Company?
1 2 3 4 5
Not at all Very
Leading question: presumes
knowledge & enjoyment.
Descriptors don’t fit.
42. Question Critique
My working conditions are good.
1 2 3 4 5
Strongly Strongly
Disagree Agree
My relationship with my manager is good.
1 2 3 4 5
Strongly Strongly
Disagree Agree
Vague adjective
43. Question Critique
Is there anything else you would like to
mention that you feel could help improve
staff satisfaction at ABC Company?
Wordy
54. Review
1. One BA competency involved in survey
analytical or systems
design is ____________________ thinking.
2. Another organizational research method you
could use to verify your findings’ accuracy is
Interviews, focus groups,
___________________________________
observations, secondary data
___________________________________.
3. By using more than one method or
riangulate
stakeholder group you can T____________
your results to validate them.
55. Review
4. Surveys/Questionnaires are considered an
licitation
E_________ technique by BABOK.
5. Knowing the characteristics of your
target audience
_______________ is important for survey
design.
6. Advantages of E-surveys are that they are:
cost-effective, good for dispersed
______________________________________
populations, and ease of analysis
_______________________________.
56. Review
7. Numerical or statistical data is
quantitative
____________, while descriptive data with rich
qualitative
detail is ___________.
8. Qualitative data analysis involves seeking
patterns/themes
________________ in the text, by using the
re-read constant comparison
read-________ or __________________
methods.
9. Accurate qualitative data is described as
having confidence, rigor, validity, consistency
_______________________________.
57. Summary
Know your audience, objective & resources
Consider question types & analysis
Triangulate (*more than one method, &
stakeholder group)
Follow best practices
Empathize with your respondents
Questions or comments?
58. Extras & Presenter Info
1. Write #1 YES on back of your business card for
the FREE “Top Ten Reasons Surveys Fail”
2. Write #2 YES on back of your business card for a
FREE Strategy Session.
Karen Carleton, MEd, MS
Performance Solutions Corp.
Survey design & consulting
Needs analysis & evaluation
www.performcorp.ca Email: Karen@performcorp.ca
59. References
Business Analysts’ Book of Knowledge (BABOK)
Dillman, D.A. (2000). Mail and Internet surveys: The
total design method (2nd ed.). New York: Wiley.
Greatbrook. Statistical Confidence. Retrieved April 18,
2012 from,
http://greatbrook.com/survey_statistical_confidence.htm
Inquisite survey software, http://www.inquisite.com/
Qualtrics survey software, http://www.qualtrics.com/
Survey Monkey survey software,
http://www.surveymonkey.com/
FREE account, up to 200 respondents. “How to” downloads.