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Forget Gamification Try Writing a Humanized Survey

In the realm of survey design, humanized approaches can significantly improve data quality and respondent engagement. This article discusses common pitfalls in traditional survey methods, such as straightlining and acquiescence, while proposing effective strategies for crafting questions that resonate with respondents. By incorporating a human touch in the survey experience—such as relatable prompts and clear instructions—researchers can enhance response quality, minimize biases, and ultimately gather more meaningful insights.

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Forget Gamification Try Writing a Humanized Survey

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  1. Forget GamificationTry Writing a Humanized Survey Annie Pettit Source: Quirk’s Article 20140225-1, February 2014

  2. Data Quality Measures Straightlining: Failed if data demonstrated straightlining to a half-positive, half-negative eight-question grid. Open-ends: Failed if less than 10 characters were provided in response to a request for “Three reasons why…” Speeding: Failed if the survey was completed in the slowest 5 percent of completion times. Red herrings: Failed if two fake computer games were selected. Acquiescing: Failed if 14 or more items in a list of 16 were selected

  3. Data Quality Comparisons

  4. Respondent Evaluations

  5. Humanizing Survey Exercise Humanize the following questions. Q1. What is your favorite brand of pizza? (Check only one) [ ] Pizza Hut [ ] Dominos [ ] Pizza Inn [ ] Little Caesars [ ] Johnny's Pizza[ ] Papa John's [ ] Other Q4. What side items do you prefer with your pizza? (Check all that apply) [ ] Bread sticks [ ] Buffalo wings [ ] Potato wedges [ ] Salad [ ] Pasta Q7. How would you rate each of the following pizza brands? Pizza Hut [ ] Very poor [ ] Poor [ ] Good [ ] Very good Dominos [ ] Very poor [ ] Poor [ ] Good [ ] Very good Pizza Inn [ ] Very poor [ ] Poor [ ] Good [ ] Very good Q8. Please indicate how you purchase pizza by allocating percentages for each of the following methods. The total should add to 100%. ______ Dine-in _____ Carry out _____ Delivery

  6. Humanizing Survey Exercise Humanize the following questions. Q9. Approximately, how often do you eat pizza? [ ] Less than 1 time per year [ ] 1 to 6 times per year [ ] 1 to 3 times per month [ ] 1 or more times per week Compared to other “Coffee Shops,” how would you evaluate Starbucks? [ ] Better [ ] About the same [ ] Worse How would you evaluate the service at Starbucks? [ ] Poor [ ] Okay [ ] Good [ ] Excellent How would you evaluate the atmosphere at Starbucks? [ ] Poor [ ] Okay [ ] Good [ ] Excellent

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