Surveys That Work: A Practical Guide for Designing and Running Better Surveys
- Length: 368 pages
- Edition: 1
- Language: English
- Publisher: Rosenfeld Media
- Publication Date: 2021-08-17
- ISBN-10: 1933820535
- ISBN-13: 9781933820538
- Sales Rank: #429222 (See Top 100 Books)
Surveys That Work explains a seven–step process for designing, running, and reporting on a survey that gets accurate results. In a no–nonsense style with plenty of examples about real–world compromises, the book focuses on reducing the errors that make up Total Survey Error—a key concept in survey methodology. If you are conducting a survey, this book is a must–have.
Cover Page Title Page Copyright Page Dedication Page Contents How to Use This Book Frequently Asked Questions Foreword Introduction DEFINITIONS: What Is a Survey? And the Survey Octopus A survey is a process Total Survey Error focuses on reducing problems overall Meet the Survey Octopus We’ll aim for Light Touch Surveys SPOTLIGHT A: Four Different Types of Surveys CHAPTER 1: Goals: Establish Your Goals for the Survey Write down all your questions Choose the Most Crucial Question (MCQ) Check that a survey is the right thing to do Determine the time you have and the help you need What could possibly go wrong with the goals? At this point, you will know SPOTLIGHT B: The Net Promoter Score® and Correlation SPOTLIGHT C: Satisfaction CHAPTER 2: Sample: Find People Who Will Answer Some of the people you ask will decide not to answer Response rates vary by the way you deliver your questionnaire Response depends on trust, effort, and reward Decide how many answers you need Find the people who you want to ask The right response is better than a big response What can possibly go wrong with sampling? At this point, you will know SPOTLIGHT D: Statistical Significance CHAPTER 3: Questions: Write and Test the Questions Understand the four steps to answer a question Good questions are easy to understand Good questions ask for answers that are easy to find Good questions are comfortable to answer Good questionnaires make it easy to respond Test your questions in cognitive interviews What could possibly go wrong with the questions? At this point, you will know SPOTLIGHT E: Privacy SPOTLIGHT F: Questions to Ask When You Choose a Survey Tool SPOTLIGHT G: Choose Your Mode: Web, Paper, or Something Else? CHAPTER 4: Questionnaire: Build and Test the Questionnaire What could possibly go wrong with your questionnaire? Good questions are easy to respond to Choose your images carefully Consider the order of your questions Test your questionnaire Take screenshots of your final questionnaire At this point, you will know SPOTLIGHT H: “On a Scale from 1 to 5” (Likert and Rating Scales) CHAPTER 5: Fieldwork: Get People to Respond Decide on your invitation, thank-you, and follow-up Do a pilot test Launch your fieldwork and look after it What could possibly go wrong with fieldwork? At this point, you will know CHAPTER 6: Responses: Turn Data into Answers Clean your data Decide whose responses you will use Get to know your numeric data Look for themes in your open answers: Coding What could possibly go wrong with responses? At this point, you will know SPOTLIGHT I: A Good Chart Is Easy to Read and Honest CHAPTER 7: Reports: Show the Results to Decision-Makers Think about what you learned, numerically Decide what news to deliver and when Decide what format to use for delivery Choose “inverted pyramid” for most presentations There are many ways of showing the same results The best insights come from using surveys alongside other methods What could possibly go wrong with reports? At this point, you will know CHAPTER 8: The Least You Can Do™ The survey process has seven steps What to do when you’ve only got an hour What to do when you’ve got a day What to do when you’ve got a whole week The checklist for everything The final word is “iterate” Index References Acknowledgments About the Author
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