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Would you answer these questions?
Susan FredeVP, Research Methods & Best PracticesMarch 2016
Copyright © 2016 Lightspeed, LLC. Proprietary and Confidential. All rights reserved.
Poor quality survey design contributes to…• Low completion rates• High dropout rates • Speeding • Straight-lining and other suspicious behavior• Panel attrition • Higher sample costs
Potentially leading to bad data, unrepresentive samples, and ultimately incorrect business decisions
Copyright © 2016 Lightspeed, LLC. Proprietary and Confidential. All rights reserved.
Mobile may finally force better survey design
Copyright © 2016 Lightspeed, LLC. Proprietary and Confidential. All rights reserved.
Let’s look at blinded screen shots from real-world surveys
Think like a respondent…• Would you answer/be able to answer each one?• What would be your reaction to each one?• What is bad about each one?• How would you improve each one?
Copyright © 2016 Lightspeed, LLC. Proprietary and Confidential. All rights reserved.
Copyright © 2016 Lightspeed, LLC. Proprietary and Confidential. All rights reserved.
• Unnecessary scene setting/introduction
• Most respondents are not going to read all of this
Copyright © 2016 Lightspeed, LLC. Proprietary and Confidential. All rights reserved.
Company XYZ
Copyright © 2016 Lightspeed, LLC. Proprietary and Confidential. All rights reserved.
• Need clear instructions – format for date
• Some respondents are hesitant to give exact birth date for privacy/security reasons
• Better to ask age or age range question
Copyright © 2016 Lightspeed, LLC. Proprietary and Confidential. All rights reserved.
Company XYZ
Copyright © 2016 Lightspeed, LLC. Proprietary and Confidential. All rights reserved.
• Use appropriate terminology for specific country
• Current account is a common UK term for checking account
• It is important on global projects to get regional input
Copyright © 2016 Lightspeed, LLC. Proprietary and Confidential. All rights reserved.
Copyright © 2016 Lightspeed, LLC. Proprietary and Confidential. All rights reserved.
• Need to clearly define terminology
• What is meant by charitable donations? Money? Used clothing/household items? Time?
• Five years is a long time period for respondents to recall
Copyright © 2016 Lightspeed, LLC. Proprietary and Confidential. All rights reserved.
Copyright © 2016 Lightspeed, LLC. Proprietary and Confidential. All rights reserved.
• Poor layout
• Check boxes need to be much closer to the answer text
• Could also shade every other row
• Or when a row is selected it is shaded
Copyright © 2016 Lightspeed, LLC. Proprietary and Confidential. All rights reserved.
Company XYZ
Copyright © 2016 Lightspeed, LLC. Proprietary and Confidential. All rights reserved.
• Missing a ‘none’ option
• Could not proceed without choosing one of the four answers
Copyright © 2016 Lightspeed, LLC. Proprietary and Confidential. All rights reserved.
Company XYZ
Copyright © 2016 Lightspeed, LLC. Proprietary and Confidential. All rights reserved.
• Extremely long list of almost 100 TV programs
• Best bet is to cut the list down or randomly select a subset
• Show in multiple columns; however, old research has shown mixed results with multiple columns
Copyright © 2016 Lightspeed, LLC. Proprietary and Confidential. All rights reserved.
Company XYZ
Copyright © 2016 Lightspeed, LLC. Proprietary and Confidential. All rights reserved.
• Another long list with nearly 100 items
• Have to respond with something for every item so this is extremely time consuming for the respondent
• Some would split this into multiple questions; however, this just causes respondents to complain about repetition and increases dropout rates with each additional grid
• Again, best bet is to cut the list down or randomly select a subset of movies
• Might also try a more interactive question style
• Watch wasted space…large gray box and company logo
Copyright © 2016 Lightspeed, LLC. Proprietary and Confidential. All rights reserved.
Company XYZ
Copyright © 2016 Lightspeed, LLC. Proprietary and Confidential. All rights reserved.
• Factual questions should be in alphabetical order so respondents can easily find their response
Copyright © 2016 Lightspeed, LLC. Proprietary and Confidential. All rights reserved.
Company XYZ
Copyright © 2016 Lightspeed, LLC. Proprietary and Confidential. All rights reserved.
• Horizontal scrolling is a huge no-no…there are five more columns when scrolling right
• Unequal column widths can cause bias in the answers
• Would be better if first ask what social networks respondent has used in last seven days
• Then specifically ask what activities the respondent has done on each site
• This will likely allow social networks to run across the top with no scrolling and activities down the side
• Could also use a more interactive question style
Copyright © 2016 Lightspeed, LLC. Proprietary and Confidential. All rights reserved.
Copyright © 2016 Lightspeed, LLC. Proprietary and Confidential. All rights reserved.
• Column headings should always be visible
• Scrolling up and down leads to errors
Copyright © 2016 Lightspeed, LLC. Proprietary and Confidential. All rights reserved.
Company XYZ
Copyright © 2016 Lightspeed, LLC. Proprietary and Confidential. All rights reserved.
• This is a large grid…could never read this on a mobile phone
• Two key improvements: 1. change to five point scale 2. use a more interactive question style such as
dynamic grids
• Other issue is topic relevancy…can someone who has only heard of the brand really answer these questions?
Copyright © 2016 Lightspeed, LLC. Proprietary and Confidential. All rights reserved.
Copyright © 2016 Lightspeed, LLC. Proprietary and Confidential. All rights reserved.
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