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Survey Design for Facebook Analysis in Business Communication

Learn the fundamentals of survey design for analyzing Company #1's Facebook page. Explore identifying and categorizing user responses, determining the page's purposes, and crafting effective survey questions. Understand how to analyze consumer behavior and engagement on social media platforms. Improve your business communication strategies with practical insights from this survey design tutorial.

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Survey Design for Facebook Analysis in Business Communication

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  1. Survey Design An Introduction to Survey Design for BBG210 Business Communication Jessica Vanderhoff, Director of Library Services jvanderhoff@capitalcc.edu

  2. Analyzing Facebook… What are you analyzing? Look for Similar… Niche/ Product or Service Line Demographic Target Consumer Company Size Quiet Storm at: http://www.qspgh.com/

  3. Analyzing Facebook… What are you analyzing? Company #1’s Facebook page • Quantify It! • Identify and characterize the user population • Identify a sample size or timeframe for analysis (ex. review posts of 50 users or from previous 1 month, 6 months, etc.) • What are people responding to? How are people responding? Categorize it!

  4. Identify the PURPOSE(S) of Company #1’s Facebook page. Does it? 1. Offer giveaway, rewards, coupons, etc.? 2. Engage Members/ Friends to Interact with Company or One Another? 3. Provide News/ Informational Material/ Community Involvement/ On-site Programs (non-sale items)? 4. Builds Brand or Advertises a Selective Item?

  5. The Survey Design Survey Questions – Demographics • What Demographic Information Do You Already Know? • Consider target consumer group and survey participants… if your target consumer is a college-age vegan woman living in suburbia, do not survey the UCONN football team.

  6. Demographic Questions • Current Facebook Usage? • How often do you login to Facebook? • Approximately how many companies/ organizations (non-people) do you ‘like’ on Facebook? • Consumer Behavior • How often do you visit the physical “company.” • How often do you visit the online “company.”

  7. Survey Question Must Address a Purpose! • Example Questions for Purpose #1 - Offer Giveaways, Rewards, Coupons, etc. • If a company you ‘liked’ on Facebook posted a discount coupon for any of its menu items, how likely are you to use this coupon? • If a company you ‘liked’ on Facebook was sponsoring a contest where the winning prize was a free menu item(s), how likely would you be to participate? • If a company you ‘liked’ on Facebook commonly offered discounts on their page, would you visit their Facebook page before you visited the physical or online store?  Avoid Redundancy!

  8. Answer Selection • The Likert Scale – Consistency Matters! Example: If a restaurant you ‘liked’ on Facebook posted a discount coupon for any of its menu items, how likely are you to use this coupon? 1. Very Likely 2. Likely 3. Not Likely 4. I would not use a coupon.

  9. Qualifying the Results Sixty percent of survey respondents stated that they would visit a Facebook page to obtain a discount coupon for a menu item.

  10. Tracking the Results in Excel

  11. Open-Ended Questions • Be concise. • Be specific. • Try to answer your own question. • Offer a prompt for response length. 1. Identify one or two companies you “like” on Facebook. In two to three sentences, explain why you chose to like this company?

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