Creating, administering and analyzing a survey can be a daunting task, especially for those who are unfamiliar with the technical considerations of survey design. Surveys can be costly and time consuming especially if there is not a keen understanding of the many factors that influence the validity of a survey. As a result of the complexities of survey design, one may find themselves re-working a survey or disposing of the survey results all together. A company specializing in survey creation, administration, and analytics can ensure that all of the pitfalls are well thought out and your survey designs complement the ultimate business questions you would like answered. Below are some (of many) key factors that can influence the quality of a survey campaign.

Survey Structure

The structure of the survey includes types of questions, survey length, wording, etc. These various attributes can greatly influence how participants respond. For example, working with a company, you can determine the optimal number of survey questions in a survey questionnaire. There is often a trade-off between the comprehensiveness of the survey and survey fatigue experienced by a respondent. While some respondents, in good faith, will agree to filling out an hour long survey, towards the end of the survey, respondents may struggle to find the motivation to read the questions fully and give thoughtful responses.

Response Bias

Another potential pitfall when creating a validity survey is mitigation of bias responses. Response bias occurs when a respondent’s answers are untruthful or misleading. The term response bias is considered an umbrella term that includes acquiescence bias (when a participant consistently agrees with the survey questions regardless of their actual underlying thoughts), social desirability bias (when a participant claims they hold social values or traits they actually do not possess), demands characteristics (when a participant’s thought of partaking in a survey study influences how they would otherwise naturally respond to questions), etc. Survey companies can work with you to establish a number of techniques to limit the effect on response bias on the survey outcomes. For example, professional validity scales can be developed to determine whether a respondent is lying or not in an attempt to create a desired image of themselves.

Survey Analysis

Before even beginning to script questions, the type of analyses you plan on running must be considered. Seeking professional help will provide the needed foresight to ensure that the way your questions are scripted matches the survey analysis technique, and ultimately, the business questions you want answered. Some common survey analysis techniques include decision tree modelling, factor analysis, cluster analysis, regression, conjoint analysis, etc. For example, Conjoint Analysis is often used as a marketing insight technique in order to predict how people make choices when weighing various attributes of a product or service. Conjoint analysis can serve as a critical analytical tool when determining how to price variations of a single product. However, in order to run a conjoint analysis study, one has to ensure their questions are presented so that the respondent is given the opportunity to weight the value of all of the components of a product. Thus, understanding what your ultimate survey analytics requires is key when scripting questions.

A seasoned expert in survey design from www.strategicdb.com will use the right techniques and even more to ensure your business questions are fully answered. Why not visit www.strategcdb.com, call 1-877-332-4923 or email us hello@strategicdb.com today and you will be glad you did!

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