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Talk Nerdy to Me: Tackling the Most Deadly and Common Causes of Survey Failure

Shellie Halstead, Ed.D., School District of Lee County

Understand how to design questions that provide actionable responses.

Understand how to analyze responses to identify the most important areas to address.

Learn how to design, deploy, and communicate actions in response to your survey data.

Deal with the world as it is, not how you’d like it to be.– Jack Welch

• Leading/Misleading Questions

• Assumptive/Biased Questions

• Using Boolean Operators

• Poor Stem/Answer Design Choices

How great is our hard-working customer service team?

Fixed: How would you describe your experience with the customer service team?

What are your favorite features of this product?

Fixed: How would you rate this product?

What problems do you have with the design team?

Fixed: How likely are you to recommend working with the design team?

https://blog.delighted.com/biased-questions-examples-bad-survey-questions


Where do you enjoy drinking beer?

Assumes: That the customer drinks beer

How often do you exercise twice a day?

Assumes: That the customer exercises, and that they exercise twice a day



You recently purchased a [product]. When you use your [product] do you:

Assumes: That the purchaser uses the product.

More people use our free post and packing service than our paid services. Have you used our free post and packing service?

Remove Bias: Have you used our free post and packing service?



How would you rate the training and onboarding process?

Fixed(part 1): How would you rate the training materials?Fixed(part 2): How would you rate the onboarding process?

How would you rate the onboarding process?



How easy was it to login to the company website? Answer: Yes | No

Fixed: The login prompt made it easy for me to log in. 1 - Strongly disagree | 2 | 3 | 4 | 5 – Agree

The login prompt made it easy for me to log in.

How satisfied were you with our service today?Strongly disagree | 2 | 3 | 4 | 5 – Agree



Did you hear about our service:– from a friend?– from a newspaper?– from television or radio?– from a colleague at work?– online?

How did you hear about our service? Select all that apply. – from a friend?– from a newspaper?– from television or radio?– from a colleague at work?– online?

– other __________

What does the answer online tell you?https://www.customerthermometer.com/customer-surveys/examples-of-bad-customer-survey-questions/

https://www.customerthermometer.com/customer-surveys/examples-of-bad-customer-survey-questions/

Frequency question: How often do you check your email in a day?Overlapping answer options: A. 0-1 time | B. 1-2 times | C. 2-3 times | D. More than 3 times

Multiple choice question: What device do you usually use to check your email?Overlapping answer options: A. Computer | B. Mobile Phone | C. Tablet | D. iPad



’

https://twitter.com/badsurveyq?lang=en

https://twitter.com/badsurveyq?lang=en

•Face Validity

•Piloting•Do your questions mean what you think

they mean?•Are you getting the information you

expected?

• Insufficient Sample Size

• Sample stratification

• Failure to identify factors that group items

• Treating exploratory as confirmatory

•How many people did you ask?

•How many people responded?

•How do you get a better response rate?

•Who did you ask?

• Do nothing

• Communicate Nothing

• Both

Do Something, Not Nothing

Listening

Taking Action

Following Up

AskingIdeas are like rabbits. You get a couple and learn how to handle them, and pretty soon you have a dozen.

-John Steinbeck

No amount of advertising can repair the damage done by failing to properly address a customer’s concern.

– Albert Schindler

Talk Nerdy to Me: Tackling the Most Deadly and Common Causes of Survey Failure

Shellie Halstead, Ed.D., School District of Lee County

Talk Nerdy to Me: Tackling the Most Deadly and Common ... › › resource › resmgr ›...

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