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Designing a Survey Instrument
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Designing a Survey Instrument
1.
Developing A Survey
Instrument -‐ An Overview Sam Klaidman Principal Adviser Middlesex Consul?ng Sam@Middlesexconsul?ng.com @Sklaidman 508.877.1924 © 2009 Middlesex Consulting . All Rights Reserved
2.
How Much is
Enough? Responses Needed for 95% Confidence with ±5% Margin of Error © 2009 Middlesex Consulting . All Rights Reserved
3.
First Steps
• Iden?fy the execu?ve sponsor – Plan her involvement • Determine objec?ve of the survey – Who is the audience? • Iden?fy the intended survey community – Size – Roles – Level • Think about how the results will be used – Ac?on – Informa?on – Baseline © 2009 Middlesex Consulting . All Rights Reserved
4.
First Steps (con?nued)
• Get input from your customers – What s on their mind? – How much ?me can they spend on survey – Preferred media • Plan the mix of qualita?ve vs. quan?ta?ve ques?ons • One ?me or ongoing survey? • Medium -‐ web, phone, mail • Incen?ves? • Process Now we can start planning the survey instrument © 2009 Middlesex Consulting . All Rights Reserved
5.
Survey Types -‐
Transac?on (event driven) • A_er installa?on • A_er a call to Tech Support, Inside Sales, AR, Service • A_er an interview (HR process evalua?on) • A_er customer uses your product or service – Intruder detected and police no?fied – Accident claim submiaed – First delivery received with no other company interac?on (ship to end user) • Typically web • Typically 2 to 5 ques?ons • 1 to 3 days a_er the event © 2009 Middlesex Consulting . All Rights Reserved
6.
Survey Types -‐
Rela?onship (mid-‐level) • Used to monitor how customers feel about your business • Very useful to determine: – Sta?s?cal impact of each touch point on Sa?sfac?on and Loyalty – Gap between Importance and Sa?sfac?on • Broad focus as compared to the narrower Transac?on survey • Used to plan changes and monitor their impact on a long term basis • Typically 15 to 30 ques?ons • Scheduled (monthly, quarterly, etc.) © 2009 Middlesex Consulting . All Rights Reserved
7.
Survey Types -‐
Key Accounts • Like the rela?onship survey but for decision makers/recommenders/end-‐ users • Find strengths and weaknesses • Use with similar employee surveys -‐ ensures alignment • Must be face-‐to-‐face with telephone as fallback • These are special people and deserve special treatment • No more than 35 to 40 ques?ons • Should take <30 minutes to complete • As o_en as possible without annoying par?cipants © 2009 Middlesex Consulting . All Rights Reserved
8.
Survey Types -‐
Special Purpose Surveys • Market research • Lost business • Employees • Suppliers • Partners © 2009 Middlesex Consulting . All Rights Reserved
9.
Typical Areas to
Rate • Reliability -‐ Deliver on your promise? • Responsiveness -‐ Helpful? • Assurance -‐ Trust and confidence • Empathy -‐ Treat customers as individuals • Tangibles -‐ Making the intangible real © 2009 Middlesex Consulting . All Rights Reserved
10.
Qualita've/Quan'ta've Research • Random
samples • Convenience samples • Closed ques?ons • Polls with comments • Limited response op?ons • Online Communi?es • Can t get the story behind Quan?ta?ve Research • Focus Groups the story • Provide the Story behind • Provides hard data that the story can be extrapolated to a • Can t extrapolate to a Qualita?ve Research larger audience larger audience © 2009 Middlesex Consulting . All Rights Reserved
11.
Quan?ta?ve Ques?ons •
Should have granularity – Yes/no is vague – 1-‐5, 0-‐10 are typical and more specific • Should have balanced anchors – Extremely sa?sfied / extremely dissa?sfied – High value / low value • Must be self explanatory and unambiguous • Must rate only 1 item per ques?on – Professionalism and courtesy are 2 items usually lumped together • Should be impersonal – Rate processes and policies not individuals • Should have an escape selec?on – No opinion – No comment © 2009 Middlesex Consulting . All Rights Reserved
12.
Qualita?ve Ques?ons
• Must not suggest answers • Must be easy to understand • Must provide enough room to answer completely • Ideal for text mining – Depending on number of surveys could have different people with individual biases, summarizing results – Lose emo?ons – Very ?me consuming • Help explain quan?ta?ve answers • Add credibility to survey results © 2009 Middlesex Consulting . All Rights Reserved
13.
Choosing Media •
Web survey – Lowest comple?on rate but easiest to automate – Least intrusive to customer – Reports exactly what the customer wants to say • Telephone survey – Higher comple?on rate – Can be pre-‐scheduled – Poten?al for edi?ng – High tech/high touch • Mail/Fax – So 5 minutes ago but may be necessary where English is not the primary language. © 2009 Middlesex Consulting . All Rights Reserved
14.
Some Examples From
a Market Research Telephone Survey © 2009 Middlesex Consulting . All Rights Reserved
15.
Example #1 Please
rate the following service delivery attributes in terms of their importance to you, using a scale from 10 to 1, where 10 is the most important and 1 is least important : Question 03 Please rate how important it is to easily get your inspection and/or service visits scheduled. 01) 10 04 02) 9 03) 8 04) 7 05) 6 06) 5 07) 4 08) 3 09) 2 10) 1 11) No Opinion This is part of a group of ques?ons asking customers to rate the importance of various service aaributes. © 2009 Middlesex Consulting . All Rights Reserved
16.
Example #2 Question
13 What features of your current service agreement(s) are of most value to you? 01) Comments / What? 14 GL3 02) No Comment Question 14 What features that you don t currently have in your service agreement(s) would you like to have? 01) Comment / What? 15 GL3 02) None 03) No Comment Notice the escape selections and the invitation to comment © 2009 Middlesex Consulting . All Rights Reserved
17.
Example #3 Question
17 Assuming you were allowed, how likely would you be to recommend COMPANY to colleagues or others? Would you be… 01) Extremely Likely 18 02) Likely 03) Neutral / Why? GL3 04) Unlikely / Why? GL3 05) Extremely Unlikely / Why? DK) No Comment No?ce the symmetry of the choices © 2009 Middlesex Consulting . All Rights Reserved
18.
Any Ques?ons?
Thank You © 2009 Middlesex Consulting . All Rights Reserved
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