The art of survey September 13, 2012 it SMF Russia

1. The art of surveySeptember 13, 2012itSMF Russia Aale Roos www.pohjoisviitta.fi @aalem

2. Why survey? • Need for information for making a decision • Only a customer can tell you how it works. • Not nice to know

3. What do you want to know? • Why? • What are you going to do with the information? • Can you measure it directly? • If not, who knows the answer? • Do they understand the question? • Are they willing to tell you? • Will they lie?

4. How? • Form (paper) • mail • captive audience • Email • Web/Intranet • Social Media • Interview • face to face for important people/ difficult questions • phone • chat • group

5. Getting responses • Random sample • Groups • Selection • Answer rate

6. Ask after each closed ticket?

7. Questions • Overall opinion • How do like this conference? • Would you recommend this? • Details • How do like the rooms • presentations • temperature • food • refreshments • etc • Agree – disagree • All presentations should be in Russian • There should be more international presentations • Open questions • What was best in the conference?

8. Scales • 5 very good • 4 good • 3 average • 2 poor • 1 very poor • 7 excellent – 1 very bad • 10 excellent – 1 very bad • 1 disagree completely - 5 or 7 agree completely • 1 too short • 2 somewhat short • 3 ok • 4 somewhat long • 5 too long

9. Importance • When you are choosing a car, how important are following aspects? • safety • sustainability • emissions • visual appearance • handling • power • =>All important • Most important • 75% visual appearance • 15% handling • 5% power • 3% safety • 2 % emissions • 0 % sustainability • Truth ? • comparable price, • status

10. Spontaneous vs. list • Which IT tools are the most important to you? • How important are the following tools? • LAN connection • servers • ERP • Windows 7 • Explorer • etc With list you get only the list. People may not understand your language.

11. ANALYSIS

12. Check • Garbage In – Garbage Out • Check data • Unusual results are usually data errors

13. Classification • Don’t do if you don’t need it • Don’t ask if you know • It is easy to pre-classify

14. Cross tabulations • The answers alone are not so interesting

15. It is the differences! Now we can see that the FSC is important!

16. Always check correlations! • Number of possible combinations • N*(N-1)/2 • 3 questions: 3*2/2=3 • 10 questions: 10*9/2=45 • 35 questions: 35*34/2=595 • three way tables can be interesting too!

17. Analyzing open answers

18. …can be hard work

19. …but results can be quite informative

20. A few examples

21. Basic, simple survey

22. Quality of service Market share Competence Lost value

24. Reporting

25. Automatic scales • General satisfaction on a 1-5 scale • All are pretty good? What is this???

26. Dramatic scales • General satisfaction on a 1-5 scale • Now there are major differences?

27. 3D • General satisfaction on a 1-5 scale • 3D clarifies?

28. Actual scales • General satisfaction on a 1-5 scale • They are all average

29. General rules • Pie for shares • Column for amounts • Line or scatter for scales

30. SD marketshare

31. Any better

32. More informative

33. Conclusion • Ask only things that the respondent can answer • Not too many questions • Check data • Analyze • http://3qsm.wordpress.com/