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Survey Writing Workshop

Survey Writing Workshop. Writing Good Survey Questions and Good Surveys Question Types. Writing Good Surveys. Ensure questions are unbiased . BAD “How much better do you like John McCain than Barack Obama?” BETTER “Which candidate do you prefer - John McCain or Barack Obama?”.

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Survey Writing Workshop

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  1. Survey Writing Workshop • Writing Good Survey Questions and Good Surveys • Question Types

  2. Writing Good Surveys • Ensure questions are unbiased. BAD “How much better do you like John McCain than Barack Obama?” BETTER “Which candidate do you prefer - John McCain or Barack Obama?”

  3. Writing Good Surveys • Keep questions simple. BAD “Considering the candidates running for office this election, who is your preferred candidate?” BETTER “Which candidate do you prefer?”

  4. Writing Good Surveys • Make questions specific. BAD “Please tell us what you think of this restaurant.” BETTER “What did you think of our restaurant’s service, food, atmosphere, host, etc.”

  5. Writing Good Surveys • Avoid jargon and sophisticated words. BAD “Do you consider yourself a metrosexual?” BETTER “Would you describe yourself as someone who enjoys cooking, nail treatments, etc.?”

  6. Writing Good Surveys • Avoid ambiguity unless it’s called for. BAD OR OK “What do you think of Apple’s products?” BETTER “What do you think of Apple’s I-Phone?”

  7. Writing Good Surveys • Avoid negatives. BAD “Which of the following would you prefer not to sample?” BETTER “Which of the following would you prefer to sample?”

  8. Writing Good Surveys • Avoid hypotheticals. BAD “Imagine you were driving a car that handles and rides smoothly…” BETTER Consumer actually test-drives car that handles and rides smoothly.

  9. Writing Good Surveys • Use mutually exclusive categories. BAD “What is your age?” 18-24 ___ 24-30 ___ 30-35 ___ BETTER “What is your age?” 18-24 ___ 25-30 ___ 31-35 ___

  10. Writing Good Surveys • Allow for “Other” in fixed response questions. BAD Which brands of Cola do you consume? Coke ____ Pepsi ____ RC ____ BETTER Which brands of Cola do you consume? Coke ____ Pepsi ____ RC ____ Other ____

  11. Writing Good Surveys • Avoid “double-barreled” questions. BAD “Would you describe yourself as someone who enjoys cooking, nail treatments, and/or fashion?” BETTER “Would you describe yourself as someone who enjoys cooking?” (then ask about nail treatments and fashion in two separate questions)

  12. Effective Survey Tactics • Beware the order in which questions are asked. Avoid “mis-cues”. • Keep your surveys as short as possible without sacrificing the quantity or quality of information obtained. • Provide explicit answering instructions (i.e. “Check All that Apply” or “Check One”) for every question. • Don’t assume the subject knows what to do • Know how you’re going to analyze the data before designing your survey.

  13. Question Types - Dichotomous In arranging this trip, did you contact American Airlines?  Yes  No

  14. Question Types – Multiple Choice • With whom are you traveling on this trip? •  No one • Spouse • Spouse and children • Children only • Business associates/friends/relatives • An organized tour group

  15. Question Types –Likert Scale • Indicate your level of agreement with the following statement: Small airlines generally give better service than large ones. •  Strongly disagree • Disagree • Neither agree nor disagree • Agree • Strongly agree

  16. Question Types – Semantic Differential American Airlines Large ………………………………...…………….Small Experienced………………….………….Inexperienced Modern………………………..………….Old-fashioned

  17. Question Types – Importance Scale • Airline food service is _____ to me. •  Extremely important • Very important • Somewhat important • Not very important • Not at all important

  18. Question Types – Rating Scale • American Airlines’ food service is _____. •  Excellent • Very good • Good • Fair • Poor

  19. Question Types – Intention to Buy Scale • How likely are you to purchase tickets on American Airlines if in-flight Internet access were available? •  Definitely buy • Probably buy • Not sure • Probably not buy • Definitely not buy

  20. Question Types – Completely Unstructured What is your opinion of American Airlines?

  21. Question Types –Word Association What is the first word that comes to your mind when you hear the following? Airline ________________________ American _____________________ Travel ________________________

  22. Question Types – Sentence Completion When I choose an airline, the most important consideration in my decision is: _______________________________________________________________.

  23. Question Types –Story Completion “I flew American a few days ago. I noticed that the exterior and interior of the plane had very bright colors. This made me think and feel...” Now complete the story. ________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

  24. Question Types –Picture (Empty Balloons)

  25. Question Types – Thematic Apperception Test Make up a story that reflects what you think is happening in this picture.

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