2. Objective
Understand the purpose of a survey
Explain considerations in writing a
survey
Give examples of survey formats
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3. Definition of a Survey
A survey is a structured interview of a
target audience.
Interview
Questionnaire
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4. Interview Vs. Questionnaire
Interview Questionnaire
Time consuming Quick
Harder to measure Easily analyzed
More expensive Cheaper
Able to target a More opinionated
more rounded tend to respond
audience more
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5. Purpose of a Survey
A survey obtains objective information
from a target audience about:
Services
Ideas
Products
Opinions
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6. Designing a Survey
Determine the purpose of the survey
Determine the target audience
Determine the how to administer
Determine how to tabulate
Determine the meaning of the results
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7. The Purpose
Why bother?
How are the results to be used?
Is there another way to obtain the
same information?
What is being measured?
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8. The Audience
Who needs to take the survey?
Demographics
How is the survey administered?
How is the target audience
encouraged to participate?
What reading level does the survey
need to be written to?
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9. The Administration
Where?
When?
How?
Who?
When does it stop?
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10. The Tabulation
How are the results tabulated?
Is a statistical analysis required?
Is there sufficient data to measure?
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11. The Results
How will the results be used?
Who gets the results?
What happens to the raw data?
Can recommendations be made?
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12. Types of Questions—
Open Ended
Any answer is fine
What is your opinion of the movie?
Provides a range of responses
Difficult to quantify
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13. Types of Questions–
Closed Ended
Limited choice
Yes no no opinion
Strongly agree agree neutral
disagree strongly disagree
___ 2 hours ____ 4 hours
Restricts the input of the survey
taker
Easier to tabulate
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14. Question Basics
Include demographic questions if important
Male Female
Keep questions short
Use neutral questions
Since this product is so effective,
would you use it daily,
twice a day or
more often
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15. Question Basics – Only One
Measure one thing per question
Everest is a good school with good
teachers?
Yes No
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16. Question Basics – No Negatives
Avoid negative questions
Everest University is not the best school
you have ever attended
Yes No
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17. Question Basics - Simplicity
Use simple wording
In your opinion, after several semesters
at Everest would you return for an
advanced degree if they offered it in a
field of your choice?
Yes No
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18. Survey Format
Name the survey
Write an introduction to the survey
Explain how the survey will be used
Give clear directions
Tell what to do with the survey when
completed
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19. When Done
Surveys are usually part of other reports
Carefully tabulate the results
Watch for questions which do not measure
what they were designed for
Explain in text
How the survey was conducted
The results of the survey
Attach as an addendum a blank
questionnaire
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20. Statistical Analysis
Sample Size vs population size
Unintended biases
Significance – a statistical calculation
that the results for each question are
likely to accurate reflect what people
thing about the question
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21. Summary
Surveys are useful tools
Good surveys give good data; bad
surveys give bad data
Design for easy of use
Have a clear purpose
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