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STATE UNIVERSITY OF NEW YORK School of Business Administration and Economics Using Surveys to Obtain Feedback on Improvements Joe Starkweather Brett Sanders

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Page 2: Surveys Powerpoint

2

The College at

BROCKPORTSTATE UNIVERSITY OF NEW YORK

School of Business Administration

and Economics

Why Use Surveys?

1) Surveys are useful in describing the characteristics of a large population. No other research method can provide this broad capability.

2) An effective survey can provide valuable data on improvements in your systems, products, service, as well as your company as a whole

3) Surveys show customers that your business cares and appreciates any feedback in order to continually improve the company holistically

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The College at

BROCKPORTSTATE UNIVERSITY OF NEW YORK

School of Business Administration

and Economics

Creating Your Survey

To create a thorough survey that has effectiveness and resolves great data, you should go through these 8 steps:

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The College at

BROCKPORTSTATE UNIVERSITY OF NEW YORK

School of Business Administration

and Economics

Measure Results

Track Feedback

Send Survey

Test Survey

Identify Questions

Decide How You Want to Send

Determine Target Audience

Establish A Title

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The College at

BROCKPORTSTATE UNIVERSITY OF NEW YORK

School of Business Administration

and Economics

Establish A Title

• This sets the tone for your feedback questionnaire • It is important to have a title that clearly tells the

customer what the survey is all about and why they are doing it

• A questionnaire with a strong title and purpose will help improve your survey response rates, drive better customer feedback, and make the experience more enjoyable for your customers

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The College at

BROCKPORTSTATE UNIVERSITY OF NEW YORK

School of Business Administration

and Economics

Determine Target Audience

• Survey topics may not engage or interest all respondents, which causes respondents to exit your survey and lowers your response rate

• Your audience can range from employees who use your newly updated system to customers who have bought or used your products, services, systems, etc. and their satisfaction

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The College at

BROCKPORTSTATE UNIVERSITY OF NEW YORK

School of Business Administration

and Economics

Decide How You Want to Send

Face-to-Face

Telephone

Mail

Handout

Email

Web survey – Online survey

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The College at

BROCKPORTSTATE UNIVERSITY OF NEW YORK

School of Business Administration

and Economics

Which Type of Survey Should I Choose?

“It depends”… upon

• What you want to know – how complex or sensitive the information is

• Who the respondents are – their characteristics can determine which type of survey will be most appropriate

• Your time line • Available resources

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The College at

BROCKPORTSTATE UNIVERSITY OF NEW YORK

School of Business Administration

and Economics

There Is No Standard Response Rate

• The higher the rate, the better * Anything under 60% is a warning

• Having a high response rate shows that your results are representative and an accurate conclusion can be established

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The College at

BROCKPORTSTATE UNIVERSITY OF NEW YORK

School of Business Administration

and Economics

• Custom Insight, a US company that designs and administers surveys offered the following comments regarding the link between response rates and survey types:

“Response rates vary widely for different types of surveys. Customer satisfaction surveys and market research surveys often have response

rates in the 10% – 30% range. Employee surveys typically have a response rate of 25% – 60%. Regardless of the type of survey you are conducting, you can have a major effect on the number of respondents

who complete your survey.”

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The College at

BROCKPORTSTATE UNIVERSITY OF NEW YORK

School of Business Administration

and Economics

1. Which type of survey do you think has the highest respondent rate?a. face-to-faceb. web/onlinec. emaild. telephone

Test Your Knowledge

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The College at

BROCKPORTSTATE UNIVERSITY OF NEW YORK

School of Business Administration

and Economics

Advantages: Disadvantages: • Generally yields highest

cooperation and lowest refusal rates

• Allows for longer, more complex interviews

• High response quality • Takes advantage of

interviewer presence

• Most costly mode of administration

• Longer data collection period • Interviewer concerns• spotlight effect can cause bias

answers from respondents

Face-to-Face Surveys

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The College at

BROCKPORTSTATE UNIVERSITY OF NEW YORK

School of Business Administration

and Economics

Telephone SurveysAdvantages: Disadvantages:

• Less expensive than personal interviews

• Shorter data collection period than personal interviews

• Interviewer administration (vs. mail)

• Better control and supervision of interviewers (vs. personal)

• Better response rate than mail for list samples

• Biased against households without telephones, unlisted numbers

• Nonresponse • Questionnaire constraints • Difficult to administer

questionnaires on sensitive or complex topics

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The College at

BROCKPORTSTATE UNIVERSITY OF NEW YORK

School of Business Administration

and Economics

Mail Surveys Advantages: Disadvantages:

• Generally lowest cost • Can be administered by

smaller team of people (no field staff)

• Access to otherwise difficult to locate, busy populations

• Respondents can look up information or consult with others

• Respondents will be more open to answering questions with no external influences affecting their responses

• Most difficult to obtain cooperation

• No interviewer involved in collection of data

• Need good sample • More likely to need an

incentive for respondents • Slower data collection period

than telephone

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The College at

BROCKPORTSTATE UNIVERSITY OF NEW YORK

School of Business Administration

and Economics

Advantages: Disadvantages: • Mail surveys allow the respondent

to answer at their leisure and are not considered as intrusive as other kinds of interviews

• High accuracy available when forms are scanned instead of manually entered

• Response time is usually longer than other methods

• Response rates are often low or are unpredictable and may result in biased results

• Paper surveys can easily be thrown out

• Returning the survey can become a hassle for the respondent

Handout / Mail

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The College at

BROCKPORTSTATE UNIVERSITY OF NEW YORK

School of Business Administration

and Economics

Advantages: Disadvantages: • The costs for mail surveys tend to

be lower than those for telephone surveys

• Mail surveys are a good strategy for obtaining feedback from people who are dissatisfied with a service or have strong concerns

• Sending unsolicited emails (or too many emails) may invade a person's privacy

• Non-delivered email or messages rejected as SPAM can sometimes be a concern for survey authors

• People may feel that emailed surveys raise ethical concerns and can be intrusive

Email

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The College at

BROCKPORTSTATE UNIVERSITY OF NEW YORK

School of Business Administration

and Economics

Advantages: Disadvantages: • Consumers will be more

open to answering questions with no external influences affecting their responses

• Logos and other specialized graphics, fonts and multimedia options are available

• You can adjust which questions participants see based on their responses to certain questions

• People can easily abandon in the middle of a questionnaire

• As with mail surveys, electronic interviews may have serious response rate problems in populations of lower educational and general or computer literacy levels

• Survey fraud is probably the heaviest disadvantage of an online survey. There are people who answer online surveys for the sake of getting the incentive (usually in the form of money) after they have completed the survey, not with a desire to contribute to the advancement of the study

Web Survey – Online Survey

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The College at

BROCKPORTSTATE UNIVERSITY OF NEW YORK

School of Business Administration

and Economics

Identify Questions

Start simple

Move towards scaled or preselected answers

Finish with open ended question

1

2

3

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The College at

BROCKPORTSTATE UNIVERSITY OF NEW YORK

School of Business Administration

and Economics

1) Start Simple

• Starting with Yes or No questions is okay• These closed-ended questions make for great starter

questions because they are typically easier to evaluate and complete

• The easier it is to get the respondent to cooperate, the higher the likelihood of them finishing the survey

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The College at

BROCKPORTSTATE UNIVERSITY OF NEW YORK

School of Business Administration

and Economics

2) Move Towards Scaled Questions with Options

• Questions with preselected options have some type of progressive order

• This makes it easier on you to measure responses

Example:

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The College at

BROCKPORTSTATE UNIVERSITY OF NEW YORK

School of Business Administration

and Economics

3) Finish with Open Ended Questions

• It’s tempting to stick with multiple choice queries and “scales,” but some of your most insightful feedback will come from open-ended questions

• These allow customers to spill their real thoughts onto the page

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The College at

BROCKPORTSTATE UNIVERSITY OF NEW YORK

School of Business Administration

and Economics

Ask Only Questions That Fulfill Your End Goal

• Unnecessary questions must be avoided

• Every single question that you include should have a well-defined purpose and a strong reason for being included

• Decide what questions to keep, what questions to omit

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The College at

BROCKPORTSTATE UNIVERSITY OF NEW YORK

School of Business Administration

and Economics

We have recently upgraded our system to become a first-class tool. What are your thoughts on the new

improvements?

Do You See The Issue?

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The College at

BROCKPORTSTATE UNIVERSITY OF NEW YORK

School of Business Administration

and Economics

Avoid Leading & Loaded Questions

• Questions that lead respondents toward a certain answer due bias in their phrasing are not useful for your surveys

* In this example, the question uses the wording “first-class” to describe their system. This is a leading question because it already implies the improvements are better before asking the respondent their opinion

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The College at

BROCKPORTSTATE UNIVERSITY OF NEW YORK

School of Business Administration

and Economics

• Start simple and closed, go scaled, finish open-ended

• Keep your questions necessary and relevant• Avoid loaded questions: eliminate emotionally charged

language that hints at preferences or assumed facts

Things to Remember…

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The College at

BROCKPORTSTATE UNIVERSITY OF NEW YORK

School of Business Administration

and Economics

Test Your Survey• It’s a good idea to run your survey on a small number of

respondents prior to sending it out to your entire sample• Rushing to distribute a survey can often result in unforeseen

problems with the data collection• This helps make sure the survey design and settings are

working as expected• This can ensure you're getting the data you need to draw

informed conclusions

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The College at

BROCKPORTSTATE UNIVERSITY OF NEW YORK

School of Business Administration

and Economics

• Recognize any terms or words that were unfamiliar

• Reflect on the clarity of the questions

• Get a feel for the flow of the questionnaire

• Confirm the ability to access the form if online

• Estimate the amount of time required to complete the

questionnaire

After Testing, You Should Be Able To:

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The College at

BROCKPORTSTATE UNIVERSITY OF NEW YORK

School of Business Administration

and Economics

Send Survey

• After deciding who you want to target and how to send them the survey, its finally time for you to make use of your hard work!

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The College at

BROCKPORTSTATE UNIVERSITY OF NEW YORK

School of Business Administration

and Economics

Track Feedback

Email Invitations

When you send your survey via email invitation, each recipient receives a unique survey link that ties their survey response to their email address, which you can see when analyzing your results

To track survey responses by email invitation:1) Import contacts 2) Create a group of contacts 3) Create an email invitation 4) Review the collector options5) Send your invitation

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The College at

BROCKPORTSTATE UNIVERSITY OF NEW YORK

School of Business Administration

and Economics

Other Tracking Methods

If you're creating a Web Link for your survey, you can use one of the following tracking options:

Contact Information Add a Contact Information question to your survey and make the question required so respondents must submit their name with their survey response.

Custom VariablesCustom Variables is a PLATINUM logic feature that allows you to track information about respondents by appending variables to the end of a Web Link.

IP TrackingCollectors by default store the IP addresses of respondents in survey results, which you may find useful for tracking respondents.

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The College at

BROCKPORTSTATE UNIVERSITY OF NEW YORK

School of Business Administration

and Economics

Measure Results

• Gathering meaningful insights starts with summarizing raw responses

• There are many approaches to summarizing and visually displaying quantitative data and it seems people always have a strong opinion on the "right" way. 

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The College at

BROCKPORTSTATE UNIVERSITY OF NEW YORK

School of Business Administration

and Economics

Binary Responses

• If a question has only two possible response options (e.g., Male/Female, Yes/No, Agree/Disagree) then it is a binary response option

• Both options, when added, equal 100% • When summarizing just the sample of respondents, such as the percent of

women who responded, you can use the ubiquitous pie graph

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The College at

BROCKPORTSTATE UNIVERSITY OF NEW YORK

School of Business Administration

and Economics

Rating Scales

• Rating scale questions can be those that explicitly ask participants to rate their level of agreement or satisfaction from 1 to 5, 1 to 7 or any bounded number range

• You can also take questions that have ordered categories and assign numbers

• For example, strongly disagree to strongly agree becomes 1 to 5

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The College at

BROCKPORTSTATE UNIVERSITY OF NEW YORK

School of Business Administration

and Economics

Open-Ended Comments

• Most surveys will include at least one open-ended question

• While there are automatic ways of summarizing comments, such as matching algorithms or word clouds, we find taking the time to sort them with one or more analysts generates the best insights

• Once you have categories, you can then find the percentage of comments that fall into each group and even put confidence intervals around these

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The College at

BROCKPORTSTATE UNIVERSITY OF NEW YORK

School of Business Administration

and Economics

• Regarding the length of questionnaires to be used in survey research, the longer your survey, the more likely you are to get all the information you desire.a. Trueb. False

Test Your KnowledgeTrue or False

This answer is false because keeping the survey short makes it more likely people will be willing to complete it. The higher the respondent rate the more likely you are to receive all the information you desire

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The College at

BROCKPORTSTATE UNIVERSITY OF NEW YORK

School of Business Administration

and Economics

What is the last step in conducting a survey?a. Send surveyb. Measure results c. Track Feedbackd. Determine target audience

Test Your Knowledge

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The College at

BROCKPORTSTATE UNIVERSITY OF NEW YORK

School of Business Administration

and Economics

Reflect With This Statistic…Internal surveys will generally receive a 30-40% response rate (or more) on average, compared to an average 10-15% response rate for external surveys

This means that if you are trying to obtain feedback on improvements to a system or process within your company you are more likely to get respondents than if you are asking customers about satisfaction

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The College at

BROCKPORTSTATE UNIVERSITY OF NEW YORK

School of Business Administration

and Economics

over