Online surveys for dummies: [learn to: create a survey that uncovers what you want to do ; understand survey lingo ; identify your target audience and analyze your survey results]
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Hoboken, NJ
Wiley
2010
|
| Schriftenreihe: | Bestselling computer book series
|
| Schlagworte: | |
| Online-Zugang: | http://scans.hebis.de/HEBCGI/show.pl?22105366_toc.pdf Inhaltsverzeichnis |
| Beschreibung: | XVI, 342 S. |
| ISBN: | 9780470527962 |
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| adam_text | Titel: Online surveys for dummies
Autor: Bhaskaran, Vivek
Jahr: 2010
Table of Contents
Introduction................................................................. 1
About This Book..............................................................................................1
Foolish Assumptions.......................................................................................2
How This Book Is Organized..........................................................................3
Part I: Getting Started with Online Surveys........................................3
Part II: Building Compelling Surveys...................................................4
Part III: Distributing Your Survey to Target Audiences....................4
Part IV: Analyzing Your Online Survey Results..................................4
Part V: The Part of Tens........................................................................5
Appendix.................................................................................................5
Icons Used in this Book..................................................................................5
Web-Based Software: Get In The Know.........................................................6
Part 1: Getting Started viith Online Surveys....................7
Chapter 1: Understanding Online Surveys.........................9
Surveying 101.................................................................................................10
How surveys work...............................................................................10
What is an online survey?...................................................................11
Examining the Need for Conducting Surveys.............................................12
Deciding If Online Surveys Are Right for You............................................14
Understanding the benefits of online surveys.................................14
Knowing the drawbacks of online surveys.......................................15
Looking at the Types of Online Surveys.....................................................16
Calling on customer satisfaction surveys.........................................16
Customer loyalty surveys...................................................................16
Market research surveys....................................................................16
Human resources surveys..................................................................16
Augmenting Online Surveys.........................................................................17
Making the most of mail surveys.......................................................17
Talking up telephone interviews........................................................18
Facing up to face-to-face interviews..................................................18
Dealing with drop-off surveys............................................................18
Searching for Standards...............................................................................18
Making friends with the Market Research Association..................19
Counseling with the Counsel of American
Survey Research Organizations.....................................................19
Online Surveys For Dummies
Chapter 2: Steering Clear of Common Terminology Confusion......21
The ABCs of Online Surveys.........................................................................22
Questions, Questions, and More Questions...............................................23
Understanding Participant Actions.............................................................25
Online Survey Diversity................................................................................2o
Analyzing Survey Analysis Terms...............................................................22
Untangling Technical Terms........................................................................23
Chapter 3: Trying Your Hand at Online Surveys...................31
Getting Started...............................................................................................31
Finding free tools.................................................................................32
Finding free trials for paid tools.................................·.......................33
Discovering What s Offered.........................................................................35
Taking virtual tours.............................................................................35
Browsing online tutorials....................................................................35
Leveraging free webinars....................................................................35
Conducting a Sample Survey........................................................................36
Creating a new survey.........................................................................36
Choosing survey layout and options.................................................37
Adding questions.................................................................................38
Sending Sample Survey.................................................................................39
Linking from your Web site................................................................40
Creating and sending an e-mail invitation........................................40
Reviewing Your Results................................................................................42
Reading real-time survey reports......................................................42
Previewing participant stats...............................................................43
Reading open-ended comments.........................................................43
Downloading an Excel report.............................................................44
Chapter 4: Online Survey Tools You Can Use.....................45
Before You Begin........................................................................................46
Don t Forget the Freebies.............................................................................47
Finding free online software tools.....................................................47
What to expect from free analytics tools..........................................52
What not to expect from the freebies...............................................53
Grasping Install-Your-Own-Online Survey Software..................................54
Checkbox..............................................................................................54
chumpsoft.............................................................................................55
Confirmit...............................................................................................56
Inquisite................................................................................................56
LimeSurvey...... ................58
REDCap........... .................................................... ...............58
SPSS.......................................................................................................59
SurveyGold...........................................................................................60
Vovici.....................................................................................................61
Hooked on Hosted Solutions........................................................................62
Table of Contents
Response-Based Pricing on a Budget..........................................................63
Hosted Survey......................................................................................63
InstantSurvey........................................................................................64
Mineful...................................................................................................65
SurveyMethods....................................................................................66
Survey Galaxy.......................................................................................66
Unlimited Responses for the Masses..........................................................68
Deciding whether to use unlimited response tools.........................68
Understanding the power and price of enterprise tools................69
Part U: Buildina Compelling Surveys............................75
Chapter 5: Preparing to Build Your Survey.......................77
Identifying Your Survey Objectives.............................................................78
Getting to Know the Template Library.......................................................81
Understanding the Question Library..........................................................82
Offering Survey Instructions........................................................................84
Picking Questionnaire Colors......................................................................85
Using colors appropriately.................................................................86
Keeping your brand name in mind....................................................87
Understanding the Language of Color........................................................87
Investigating the color gamut.............................................................87
Settling on color shades and combinations.....................................88
Chapter 6: Developing Questions that Get Responses.............89
Tying Questions to Survey Objectives........................................................90
The importance of contingency questions.......................................90
Are you getting valid answers?..........................................................91
Knowing the Types of Questions You Can Ask..........................................92
Dichotomous questions......................................................................92
Multiple-choice questions..................................................................93
Rank order scaling questions.............................................................94
Rating scale questions........................................................................95
The semantic differential scale..........................................................96
Staple scale questions.........................................................................96
The constant sum question................................................................98
The open-ended question...................................................................98
The demographic question..............................................................100
Understanding When to Ask Which Type of Question...........................101
Avoiding Question Development Mistakes..............................................102
Loaded and leading questions.........................................................102
Misplaced questions..........................................................................103
Mutually nonexclusive response categories..................................103
Nonspecific questions.......................................................................104
Confusing or unfamiliar words.........................................................104
Online Surveys For Dummies
Nondirected questions giving respondents excessive latitude... 104
Forcing answers................................................................................. 105
Nonexhaustive listings...................................................................... 105
Unbalanced listings........................................................................... 105
Double-barreled questions............................................................... 106
Keeping questions independent......................................................106
Long questions...................................................................................107
Questions on future intentions........................................................107
Chapter 7: Building a Compelling Survey.......................109
Understanding Basic Survey Operations..................................................110
Adding a new survey.........................................................................110
Edit your survey.................................................................................112
Copying or deleting your survey.....................................................114
Adding a New Question..............................................................................115
Reinforcing Respondent Privacy...............................................................118
Forcing a Response.....................................................................................119
Reordering Questions.................................................................................120
Randomizing the Order of Answer Options.............................................121
Making Multilingual Surveys......................................................................123
Using Question Separators.................................................................·.......124
Finalizing Your Survey before You Launch It..........................................126
Previewing your survey....................................................................127
Testing your survey...........................................................................127
Deleting test data...............................................................................129
Chapter 8: Exploring Different Survey Types....................131
Calling On Customer Satisfaction Surveys...............................................132
Measuring customer perceptions....................................................133
Deciding on survey frequency.........................................................135
Understanding the underlying benefits..........................................135
Building real-time relationships.......................................................136
Planning your customer satisfaction questions............................137
Conducting a customer satisfaction survey...................................140
Measuring Customer Loyalty.....................................................................141
Rating your customers loyalty........................................................142
Categorizing loyalty scores..............................................................142
Analyzing loyalty scores...................................................................143
Customer loyalty surveys in action.................................................144
Conducting online shopping cart abandonment surveys............145
Conducting Employee Exit Interviews......................................................146
Getting a quick pulse on the employee........................................147
Rating job attributes..........................................................................147
Closing survey gaps..................................... ...............147
Conducting Market Research 2.0............................................................. 149
Table of Contents
Understanding the TURF Analysis.............................................................149
Maximizing reach with TURF............................................................149
Eliminating duplicate choices..........................................................151
Simulating configurations.................................................................151
Part Uh Distributing ]lour Survey
to Target Audiences.................................................. 153
Chapter 9: Preparing to Launch Your Online Survey..............IK
Selecting Your Target Audience................................................................156
Recruiting Your Target Audience..............................................................156
Utilizing Online Panels to Obtain Your Target Audience.......................157
When to consider building an online panel....................................157
Encouraging analytical decision making.........................................158
Configuring your survey for panel integration...............................158
Using E-Mail to Recruit Survey Respondents...........................................159
Attaching the survey to the e-mail..................................................160
Embedding the survey in the e-mail................................................160
Å-mailing a link to the survey...........................................................160
Publishing Your Survey as a Link on Your Web Site...............................161
Publishing Your Survey as a Pop-Up on Your Web Site.........................163
Keeping Track of Individual Respondents...............................................165
Chapter 10: Steering Clear of Spam Complaints..................169
Avoiding Spam Complaints........................................................................170
Understanding Spam Laws.........................................................................172
Determining whether your e-mails are subject to CAN-SPAM.....172
Collecting e-mail addresses the legal way......................................173
Knowing what content is required in your e-mails........................174
Preventing Your E-Mails from Landing in the Spam Folder...................176
Getting permission to send e-mails.................................................177
Keeping permission to send e-mail..................................................178
Managing e-mail unsubscribes.........................................................180
Avoiding Spam Filters.................................................................................181
Reviewing CAN-SPAM Compliance Tools.................................................182
Enabling the CAN-SPAM compliance tool.......................................183
Chapter 11: Sending Your Survey to the Masses.................185
Selecting an Online Survey Sample...........................................................186
Understanding sampling error.........................................................186
Deciding on sample size....................................................................187
Getting the Skinny on Sampling Methods.................................................188
Convenience sampling......................................................................188
Cluster sampling................................................................................189
Online Surveys For Dummies
Judgment sampling............................................................................189
Quota sampling..................................................................................189
Random sampling..............................................................................189
Snowball sampling.............................................................................190
Systematic sampling..........................................................................190
Using a Survey Panel Company.................................................................191
Planning Your Launch Date........................................................................193
A survey for all seasons....................................................................193
Who needs a vacation or holiday?...................................................193
Rainy days and Mondays..................................................................194
Watching the clock tick.....................................................................194
Maximizing Your Online Survey Distribution..........................................194
Send a survey invitation....................................................................195
Ask at strategic times........................................................................196
Add a survey link to your Web site.................................................196
Add a survey link to all communications.......................................196
Put the social media factor into play..............................................197
Creating the Survey E-Mail Invitation.......................................................198
Uploading Your E-Mail Addresses.............................................................199
Reminding Your Respondents to Respond!.............................................200
After You Send the Survey......................................................................202
Sign up for e-mail notifications.........................................................202
Don t forget to say thanks .............................................................203
Chapter 12: Surveying Survey Administration...................205
Preventing Users from Taking Your Survey.............................................206
Protecting Your Survey with a Password.................................................206
Choosing Strong Passwords.......................................................................208
Characteristics of solid passwords.................................................208
Avoiding password-creation mistakes............................................209
Building your bulletproof password...............................................209
Requiring an E-Mail Address and a Password.........................................210
Requiring a Username and a Password....................................................212
Issuing a Participant ID...............................................................................213
Terminating Your Survey Immediately.....................................................215
Setting a Quota for Your Survey................................................................217
Preventing Repeat Users............................................................................218
Putting a stop to ballot stuffing........................................................218
Enabling anti-ballot box stuffing tools............................................219
Creating Multiple-User Surveys.................................................................220
Manually Adding In Paper-Based Responses...........................................221
Understanding Custom Variables..............................................................222
Tinkering with Time Zones.........................................................................224
Understanding Fulfillment and Compensation Strategies......................225
Making online payments via PayPal................................................226
Providing coupons and discounts for your
own product or service.................................................................227
Table of Contents
Part W: Analyzing your Online Survey Results...........229
Chapter 13: Diving into Your Online Survey Reports..............231
Before You Begin......................................................................................232
Data Cleaning 101........................................................................................234
Understanding the benefits of quality data....................................234
Skimming over your initial results...................................................235
Screening, Diagnosing, and Treating Your Data......................................236
Screening your online survey data..................................................237
Diagnosing your online survey data................................................239
Treating your online survey data....................................................240
Dissecting real-time reports.............................................................240
Reviewing respondent reports and participant statistics............242
Filtering Your Online Survey Report.........................................................242
Response-based filtering...................................................................243
Time-based filtering...........................................................................243
System variable-based filtering.......................................................243
Grouping and filtering in action.......................................................244
Exploring Best Practices for Online Survey Data Interpretation...........246
Get the 50,000-foot view....................................................................247
Take a sneak peek at the core questions........................................247
Dive into the demographics.............................................................248
Tackle open-ended answers.............................................................248
Roll up your sleeves and get to work..............................................248
Avoiding Common Analysis Temptations................................................248
Temptation 1: Assuming the answers.............................................249
Temptation 2: Changing the data.....................................................249
Temptation 3: Applying results with a broad brush.....................249
Chapter 14: Daring to Get Advanced with Survey Analytics.......251
Betting on Banner Tables...........................................................................252
Creating a Banner Table Report................................................................252
Grouping and Segmenting Your Data........................................................254
How to create a group.......................................................................254
Digging Out Survey Trends........................................................................256
Analyzing Trends over Time......................................................................257
Warning: Your customers are upset!...............................................258
Gauging response to marketing events...........................................259
The limitations of the trend analysis..............................................260
Understanding the Spotlight Report.........................................................260
Dealing with Nonrespondent Bias.............................................................261
Nonrespondent bias in action..........................................................261
How to avoid nonrespondent bias..................................................262
Online Surveys For Dummies
Analyzing Open-Ended Answers................................................................263
A blessing or a curse?........................................................................264
Analyzing the mountain of text........................................................264
Leveraging Excel for quick analysis................................................26b
Combining Online Surveys and Web Analytics........................................267
Chapter 15: Reporting Your Online Survey Results...............269
Going Back to Statistics 101.......................................................................270
The Written Report.....................................................................................271
Keeping your target audience in mind............................................272
Organizing your management report..............................................272
Counting on Charts, Tables, and Graphs..................................................277
Defining the different charts, tables, and graphs..........................278
Using charts, graphs, and tables the right way.............................282
Sharing Your Reports with Colleagues.....................................................282
What If I Need an Excel Spreadsheet?.......................................................284
Making Live Presentations.........................................................................285
Communicate clearly.........................................................................285
Use space effectively.........................................................................286
Maintain control of your presentation............................................286
Don t parrot PowerPoint...................................................................286
Sharing Your Results with Participants....................................................286
E-mail survey results to your list.....................................................287
Share survey results on your Web site...........................................287
Share survey results on your blog...................................................287
Share survey results on social networks........................................287
Distribute a press release about your results................................288
Are You Ready for Action?.........................................................................288
Part V: The Part of Tens............................................289
Chapter 16: Ten Ways to Increase Your Response Rates..........291
Targeting the Right Audience....................................................................292
Personalizing Your E-Mail Invitations.......................................................293
Keeping Your Invites Short and Sweet......................................................294
Keeping It Simple.........................................................................................295
Trumpeting Your Privacy Protections......................................................295
Sending Friendly Reminder E-Mails...........................................................296
Offering Compelling Incentives..................................................................296
Using Graphics Strategically......................................................................297
Leveraging the Viral Effect.........................................................................298
Publishing Your Results Online.................................................................299
Table of Contents
Chapter 17: Ten Common Survey Mistakes to Avoid..............301
Failing to Determine Survey Objectives...................................................302
Failing to Invite People to Participate.......................................................303
Failing to Write Clear, Concise Questions................................................304
Asking Too Many Open-Ended Questions................................................306
Sending Surveys on the Wrong Days........................................................306
Using Too Much Industry Jargon..............................................................307
Building Surveys That Go On and On.......................................................308
Falling into Question Bias...........................................................................308
Forgetting Past Survey Initiatives..............................................................310
Failing to Follow Through with Results....................................................310
Chapter 18: Ten Online Survey Best Practices...................311
Doing the Prep Work...................................................................................312
Keeping Your Survey As Brief As Possible...............................................312
Using a Survey Template............................................................................313
Organizing Your Survey Like Dr. Spock....................................................313
Making Your Questions Interactive...........................................................314
Using the Other Option...........................................................................315
Building a Library of Questions.................................................................316
Promoting the Survey on Your Web Site..................................................316
Posting Progress Indicators.......................................................................317
Minding Your Manners...............................................................................318
Glossary..................................................................319
lndeX.......................................................................329
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| spelling | Bhaskaran, Vivek Verfasser aut Online surveys for dummies [learn to: create a survey that uncovers what you want to do ; understand survey lingo ; identify your target audience and analyze your survey results] Vivek Bhaskaran and Jennifer LeClaire Hoboken, NJ Wiley 2010 XVI, 342 S. txt rdacontent n rdamedia nc rdacarrier Bestselling computer book series Online-Datenerfassung (DE-588)4237669-5 gnd rswk-swf Datenerhebung (DE-588)4155272-6 gnd rswk-swf Datenerhebung (DE-588)4155272-6 s Online-Datenerfassung (DE-588)4237669-5 s DE-604 LeClaire, Jennifer Verfasser aut V:DE-605 application/pdf http://scans.hebis.de/HEBCGI/show.pl?22105366_toc.pdf HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=024479885&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Bhaskaran, Vivek LeClaire, Jennifer Online surveys for dummies [learn to: create a survey that uncovers what you want to do ; understand survey lingo ; identify your target audience and analyze your survey results] Online-Datenerfassung (DE-588)4237669-5 gnd Datenerhebung (DE-588)4155272-6 gnd |
| subject_GND | (DE-588)4237669-5 (DE-588)4155272-6 |
| title | Online surveys for dummies [learn to: create a survey that uncovers what you want to do ; understand survey lingo ; identify your target audience and analyze your survey results] |
| title_auth | Online surveys for dummies [learn to: create a survey that uncovers what you want to do ; understand survey lingo ; identify your target audience and analyze your survey results] |
| title_exact_search | Online surveys for dummies [learn to: create a survey that uncovers what you want to do ; understand survey lingo ; identify your target audience and analyze your survey results] |
| title_full | Online surveys for dummies [learn to: create a survey that uncovers what you want to do ; understand survey lingo ; identify your target audience and analyze your survey results] Vivek Bhaskaran and Jennifer LeClaire |
| title_fullStr | Online surveys for dummies [learn to: create a survey that uncovers what you want to do ; understand survey lingo ; identify your target audience and analyze your survey results] Vivek Bhaskaran and Jennifer LeClaire |
| title_full_unstemmed | Online surveys for dummies [learn to: create a survey that uncovers what you want to do ; understand survey lingo ; identify your target audience and analyze your survey results] Vivek Bhaskaran and Jennifer LeClaire |
| title_short | Online surveys for dummies |
| title_sort | online surveys for dummies learn to create a survey that uncovers what you want to do understand survey lingo identify your target audience and analyze your survey results |
| title_sub | [learn to: create a survey that uncovers what you want to do ; understand survey lingo ; identify your target audience and analyze your survey results] |
| topic | Online-Datenerfassung (DE-588)4237669-5 gnd Datenerhebung (DE-588)4155272-6 gnd |
| topic_facet | Online-Datenerfassung Datenerhebung |
| url | http://scans.hebis.de/HEBCGI/show.pl?22105366_toc.pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=024479885&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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