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Survey Design

Survey Design. An Introduction to Survey Design for BBG210 Business Communication Jessica Vanderhoff, Director of Library Services jvanderhoff@capitalcc.edu. Analyzing Facebook… What are you analyzing? . Look for Similar… Niche/ Product or Service Line Demographic

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Survey Design

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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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