We like to think that everyone answering our surveys is perfectly fluent in English but let's be realistic. About 10% of Americans have difficulty reading/writing in English because it is not their native language. And when we apply standard techniques to identify which survey takers provide good data and which are simply giving random answers, we are often making the mistake of applying measurements that all require high level language skills.
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How Non-native English Speakers Respond to English Surveys
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Please tweet! @LoveStats @PeanutLabsMediaPlease tweet! @LoveStats @PeanutLabsMedia
I. Can’t.
Understand. You:
How non-native
English speakers
respond to English
surveys
Presented by Annie Pettit
Chief Research Officer at Peanut Labs
DIY Sample and Polling
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20% of US
residents don’t
speak English at
home
9% of US
residents don’t
speak English
well
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ESL Speakers Choose None of Above
% choosing many None of Above answers
Somewhat Good Very Good Extremely Good
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ESL Provide Shorter Verbatims
% providing shortest responses
Blank % in Q1 % in Q2 % in Q3 % in Q4
Answer Shortest Answers Longest Answers
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ESL are really fast or really slow
% in Slowest to Fastest Deciles of Responses
Slowest Decile Fastest Decile
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ESL Responders Make More Errors
0 1 2 3 4 5 6 7 8 9 10 11
Number of errors made
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Higher % of ESL People Cut
Are their
opinions less
important?
Is it fair to cut
them?
Somewhat good
English
Good English Excellent
English
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Honest ESL People Get Cut
Any final comments on this survey?
•great and interesting survey
•Have nothing for u guy, sorry im
dumb lol lmao XD
•i 'm very active
•I enjoyed this survey
•it was a good survey
•it was very great to fill all ur surveys
•very nice survey, not enough points
•Well nothing to share now but their
are something friendly way of living
now.
What 3 things do you do with your phone?
•1..To call someone 2..To know what is
going on around the world. 3..to text my
friends
•coupons, texts, facebook
•i phone, awesome, can download
games and I used iPhone and mobile
•internet and check emails and talk and
text
•Looking information on the internet. Call
the doctors.
•Play games, Watch Youtube, and Watch
read, Talk Text Listen to music
•text. chatting with friends and talking on
the phone
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Most Language Discriminatory
Variables Beta Sig
Under Click V1 -.283 .000
Contradict V1 -.150 .002
Can’t Rank -.137 .006
Lies -.151 .011
Under Click V2 -.132 .030
Eliminate
based on
language
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Eliminate
based on
quality
Least Language Discriminatory
Variables Beta Sig.
Over Click V1 .004 .944
Over Click V2 -.005 .927
Straightlining V1 -.005 .926
Over Click V3 .005 .923
Don’t Follow Instructions -.008 .903
Verbatim V1 .011 .838
Invalid Phone Number .015 .756
Contradict V2 -.019 .704
quality
quality
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Recommendations
•Choose less language discriminative data
quality questions
• Overclicking
• Straightlining
• Follow instructions
• Verbatim quality
• Contradictions
• Red herrings
• None of the above
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Recommendations
• Avoid cultural references, slang, norms
• Consider forcing minimum responses
• Keep questions short
• Create white space
Have you seen any advertising for this brand?
Please consider TV ads, billboards, internet ads,
and other ads.
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Thank you!
Annie Pettit
Chief Research Officer
annie@peanutlabs.com
ca.linkedin.com/in/AnniePettit/
facebook.com/AnniePettit
twitter.com/LoveStats
Jonathan Cheriff
Director of Sales & Marketing
jonathan.cheriff@peanutlabs.com
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