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American Horse Publications

American Horse Publications. Survey Question Design. Billy Smith, EdD Executive Director/Information Technology American Quarter Horse Association. First things first. Goal start at the end; what do you want to know Sample from whom do you want to know Methodology

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American Horse Publications

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  1. American Horse Publications Survey Question Design Billy Smith, EdD Executive Director/Information Technology American Quarter Horse Association

  2. First things first Goal start at the end; what do you want to know Sample from whom do you want to know Methodology survey (what), focus group (why) Survey design what to ask Pre-test test against a small group in the sample Ask the questions Analyze the data Produce the reports

  3. What Goal—start at the end; what do you want to know • Potential of a new idea or product • Rating current product or elements • Internal attitudes • Reader satisfaction • Reader opinions • Image

  4. Sample Sample—from whom do you want to know • Sample size of 250-1,000 • Random selection

  5. Methodology What do you want to know and why • Personal Interview • Telephone Survey • Mail Surveys • Email survey

  6. Personal Interviews Advantages Study other communication, initial reaction, etc. More in-depth information. Ability to show product Disadvantages More costly. Difficult to extrapolate.

  7. Telephone Surveys Advantages Contact speed Skip logic is simpler Clarify unclear responses Disadvantages Association with telemarketing. Small window of opportunity (6-9 p.m.) Cannot show product

  8. Mail Surveys Advantages Low cost Low interruption Can include graphics Leisure response time Disadvantages Time intensive Response rates

  9. E-survey Advantages Speed Low cost Attach graphics Novelty Easy skip logic Disadvantages Less response control Unsolicited email Technology gap

  10. Survey design Survey design—what to ask Rating Scale Likert Scale Multiple Choice Ordinal Scale

  11. Question design • Rating Scales • How would you rate the quality of writing? • Excellent • Good • Fair • Poor

  12. Likert Scaling How much do you agree with the following statements: I routinely use information from your magazine to manage my show career. Strongly Agee Agree Disagree Strongly Disagree I sometimes find your training stories to be confusing. Strongly Agee Agree Disagree Strongly Disagree

  13. Multiple Choice Why do you read our magazine? (circle one): A. For the training articles B. For the health care articles C. For expert opinions

  14. Ordinal Questions On a scale where: 10 = great interest; 1=no interest at all how important are the following topics Training Techniques __ Health care __ Breeding practices__

  15. Pre-test • Pre-test—test against a small group in the sample • Confusing Questions • Misunderstanding • Awkward sentence construction

  16. Analysis Analyze the data - Produce the reports • Descriptive Statistics • Inferential Statistics • Factor Analysis

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