Creating and Analyzing a Survey 101Presented by Jennifer Jones

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1. Every study starts with a Research Objective or Question.– What do you want to learn?– What action do you want to take with your results?– Every step should have the end result in mind

2. Decide who we need to ask3. Decide how to ask questions4. Create questions5. Test questions6. Ask Questions7. Prepare Data8. Analyze Data9. Report Data

Steps of the Survey

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The “truth” - You want to find it!!

20%

80%

Percent who like snickers (reality)

Like themHate them 50%

50%Error

Percent who like snickers (What my

survey says)

Like themHate them

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2. Define your population and sample

The population is the entire group you are interested in

We can’t talk to everyone, so we take a sample that represents the population.

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3. Decide how to field questions

There are four different ways to collect data – called the “Mode”

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4. Create questions

It is impossible to get good data from bad questions!

What was your research objective? Questions should be fun and easy to answer Provide instructions and confidentiality statement at the

beginning Keep the questions short and easy to read Use response options that make sense and fit everyone Ask one question at a time Ask questions that avoid biasing the respondent Use open ended questions sparingly

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What is one thing you would change about your latest visit to Henry Doorly Zoo? (open ended, asked only of those who said they visited in the last 12 months)?

All other responses accounted for <1%

Admission costToo spread out

Increase trains/transportationToo crowded

Too many hillsLines to get in

Not enough timeIncrease concession areas

Improve animal environmentCost (non specific)

Food CostParkingNothing

0% 20% 40% 60% 80% 100%

1%2%4%4%5%5%6%6%6%9%10%

13%14%

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GOOD vs. BAD

What subject do you enjoy most at school?a. Mathb. Englishc. Historyd. Football practice

Of the following subjects, which do you enjoy most?a. Mathb. Englishc. Historyd. Sciencee. None of the above

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GOOD vs. BAD

How much time do you spend doing homework?a. 60 minutesb. 2-3 hoursc. 3-5 hoursd. more than 4 hours

In an average day, how many hours do you spend doing homework?a. Zero hoursb. Up to 2 hoursc. 2 - 4 hoursd. More than 4 hours

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GOOD vs. BAD

Do you think that the new cafeteria lunch menu offers a better variety of health foods than the old one?

a. Yesb. No

How do you feel about the new cafeteria lunch menu compared to the old one?a. The new menu offers a better variety of healthy foodsb. The old menu offers a better variety of healthy foodsc. The selections are similar

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GOOD vs. BAD

How have teachers and students at your school responded to the new 45-minute lunch period?

a. Satissfiedb. Dissatisfied

How have teachers responded to the new 45 minute lunch period?a. Satisfiedb. Dissatisfied

How have students responded to the new 45 minute lunch period?a. Satisfiedb. Dissatisfied

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GOOD vs. BAD

How satisfied are you with the student council?a. Very Unsatisfiedb. Somewhat Satisfiedc. Extremely Satisfied

How satisfied are you with the student council?a. Very Dissatisfiedb. Somewhat Dissatisfiedc. Neither Satisfied nor Dissatisfiedd. Somewhat Satisfiede. Very Satisfied

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GOOD vs. BAD

Some people believe that gases emitted/released by motor vehicles, factories, and electrical power plants contribute to global warming. Richer countries have been emitting these gases for many years; however, emissions of these gases are growing more quickly in poorer countries with fast growing economies. There is debate about if and when poorer countries should be required to reduce emissions of these gases. Do you think that poorer countries should a. Be required to reduce emissions immediately, along with richer

countriesb. Be required to reduce emissions only after richer countries act firstc. Not be required to reduce emissionsd. Or, No countries should be required to reduce emissions.

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Create the Questionnaire

Layout your questions in a logical order that is easy to read

Example Layout

1) Thank you for agreeing to participate in our study about _______. Your answers will be kept confidential.

2) Short, easy, introductory questions are first

3) Questions become more in-depth as survey progresses. Difficult or sensitive questions at the end.

4) Demographics at the end (age, gender, etc).

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5. Test questions

Always, Always, Always test your questions!!

Find 5-10 guinea pigs to try your questions out on. Were any of the questions confusing? Were any of them hard to answer? Was it fun and easy to answer?

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6. Field Questions

The way that questions are asked should be standardized as much as possible

Interviewers should read questions verbatim

Every respondent should have a similar experience and should have a positive experience

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7. Prepare Data

Assign codes to all responsesYes = 1 Male = 1

No = 2 Female = 2

Enter into computer

“Clean” the data (in other words look for errors)

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8. Analyze Data 9. Report Data

– Describe your sample How many respondents? What are the demographics?

– Calculate means or percentages for each question– Decide what is significant or interesting– Report your findings

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Review your results – do they make sense?

Overall, how satisfied were you with your most recent visit to Henry Doorly Zoo?

1 – Extremely Satisfied2 345 – Extremely Dissatisfied

I have the computer calculate mean and it comes back as 0.6.

What is the problem?

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What is one thing you would change about your latest visit to Henry Doorly Zoo? (open ended, asked only of those who said they visited in the last 12 months)?

All other responses accounted for <1%

Admission costToo spread out

Increase trains/transportationToo crowded

Too many hillsLines to get in

Not enough timeIncrease concession areas

Improve animal environmentCost (non specific)

Food CostParkingNothing

0% 20% 40% 60% 80% 100%

1%2%4%4%5%5%6%6%6%9%10%

13%14%

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What is one thing you would change about your latest visit to Henry Doorly Zoo?

Generation Y are most likely to say they would change:the cost = 41.8%

Generation X are most likely to say they would change: the parking = 24.5%

Boomers are most likely to say they would change:nothing = 19.6%; the amount of hills = 10%

Traditionalists are most likely to say they would change: nothing = 49.2%; improving the animals environment = 9.4%.

Creating and Analyzing a Survey 101Presented by Jennifer Jones