1.
Ask Questions on a
5-point or 7-point Scale

2.
Are you happy with your job?
Sample Survey Question

3.
No
21%
Yes
79%
People Happy at Their Jobs

4.
I am happy with my job.
Sample Survey Question

5.
People Happy at Their Jobs
Strongly Disagree Disagree Neutral Agree Strongly Agree
Average = 3.05

6.
Break Down Big Concepts
into Tangible Pieces

7.
Are you satisfied?
Sample Survey Question

8.
Sample Survey Question
Please Rate Your Satisfaction with Each Feature
Very
unsatisfied
Somewhat
Unsatisfied
Neural
Somewhat
Satisfied
Very
Satisfied
Feature 1
Feature 2
Feature 3

9.
Satisfaction by Feature
Feature 1 Feature 2 Feature 3

10.
Compare Answers
Across Questions

11.
Sample Survey Question
Please Rate Your Experience with Our Business
Very
unsatisfied
Somewhat
Unsatisfied
Neural
Somewhat
Satisfied
Very
Satisfied
Product
Quality
Price
Account
Manager

12.
Business Ratings
Product Quality Price Account Manager

13.
Business Ratings by Company Size
Product Quality Price Acount Manager Product Quality Price Acount Manager
Small Business Enterprise

14.
Comparing Answers with SurveyMonkey
Analyze + Compare

15.
Beware of Bias

16.
Priming

17.
Bargh, Chen, and Burrows (1996)
Rude aggressively, bold, rude, bother, disturb, intrude, annoyingly, interrupt, audaciously,
brazen, impolitely, infringe, obnoxious, aggravating, bluntly
Polite
honor, considerate, appreciate, patiently, cordially, yield, polite, cautiously,
courteous, graciously, sensitively; discreetly, behaved, unobtrusively
Neutral exercising, flawlessly; occasionally rapidly, gleefully, practiced, optimistically,
successfully, normally, send, watches, encourages. gives, clears, prepares
Sentence Scramble Task

18.
Bargh, Chen, and Burrows (1996)
People Who Interrupted After Sentence Task
Polite Neutral Rude

19.
Order Bias

20.
How important is link building?
Question Order Bias
How much link building do you
plan to do this year?

21.
Randomization in SurveyMonkey and Google Forms
Randomize Order

22.
Stereotype Threat

23.
“sports intelligence”
Stone, Lynch, Sjomeling, Darley (1999)
“natural athletic ability”

24.
Inzlicht (2000)
2 Women 2 Men
Female Math Test Performance when Others Present

25.
Double-Barreled Questions

26.
Do you play games on your
smart phone or tablet?
Double-Barreled Question

27.
Leading Questions

28.
Do you support helping the poor?
Leading Questions
Do you support welfare?

29.
Understand How
and Why People Lie

30.
Sensitive Information

31.
Use ranges for demographic info.
Sensitive Information

32.
Boredom

33.
Set expectations & show progress.
Boredom

34.
Guessing is Hard

35.
Be reasonable about estimations.
Guessing is Hard

36.
Cool Things You
Can Do With Data

37.
How often do you use OSE?
Sample Survey Question

38.
Sample Survey Question 1
How often do you use Open Site Explorer for the following tasks?
Never Rarely Sometimes Often Always
Find Backlinks
Anchor Text
Analysis
Competitor
Analysis

39.
Sample Survey Question 2
How would you rate Open Site Explorer for the following tasks?
Never Rarely Sometimes Often Always
Find Backlinks
Anchor Text
Analysis
Competitor
Analysis

40.
Sample Survey Question 3
How important are the following Open Site Explorer features?
Never Rarely Sometimes Often Always
Find Backlinks
Anchor Text
Analysis
Competitor
Analysis

41.
Feature Prioritization Chart
Frequency
0
7.5
15
22.5
30
Rating
0 4 8 12 16

42.
Categorical

43.
Do you drink coffee?
Categorical Response
Yes | No

44.
Coffee Drinkers
Categorical Response
No
Yes
No Yes

45.
Ordinal

46.
Ordinal Response
How much coffee do you drink?
0 cups per day
1-3 cups per day
4-5 cups per day
6+ cups per day

47.
Ordinal Response
Coffee Drinkers
6+ Cups
4-5 Cups
1-3 Cups
0 Cups
0 Cups 1-3 Cups 4-5 Cups 6+ Cups

48.
Interval & Ratio

49.
How often do you drink coffee?
Interval & Ratio Response
Never Rarely Sometimes Often Always

50.
How many cups of coffee do you
drink each day?
Interval & Ratio Response
______________
(fill in the blank)

51.
Source: FIVETHIRTYEIGHT
Mean, Median, Mode

52.
Source: Pew Global
Correlation

53.
Source: Wired
Cluster Analysis

54.
Interval & Ratio Response
Regression
Outcome
Variable 1
Variable 2
Variable 3
(unknown)
relative influence on outcome

55.
Interval & Ratio Response
Excel Add-In: Analysis Toolpak
Free Add-In