Pre-Testing Your Survey

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來自 University of California, Davis 的課程

Quantitative Research

24 個評分

University of California, Davis

Quantitative Research

24 個評分

課程 3（共 4 門，Specialization Market Research）

In this course, you will obtain some insights about marketing to help determine whether there is an opportunity that actually exists in the marketplace and whether it is valuable and actionable for your organization or client. Week 1: Assess methods available for creating quantitative surveys, along with their advantages and disadvantages. Identify the type of questions that should be asked and avoid unambiguous survey questions. Week 2: Design, test, and implement a survey by identifying the target audience and maximizing response rates. You will have an opportunity to use Qualtrics, a survey software tool, to launch your own survey. Week 3: Analyze statistical models that can be applied to your marketing data, so that you can make data-driven decisions about your marketing mix. Week 4: Predict most likely outcomes from the marketing decisions and match the type of analysis needed for your business problem. Take Quantitative Research as a standalone course or as part of the Market Research Specialization. You should have equivalent experience to completing the second course in this specialization, Qualitative Research, before taking this course. By completing the third class in the Specialization, you will gain the skills needed to succeed in the full program.

從本節課中

Designing and Implementing a Quantitative Survey

In this module, you will be able to delineate the market segment and select your survey method. You will be able to identify the appropriate sample sources and determine appropriate sample size while maximizing your response rate. You will be able to design a questionnaire and appropriate response options. You will be able to perform quality control on survey questions and test and launch your survey.

Introduction to Designing and Implementing a Quantitative Survey1:19

Delineating the Market Segment6:50

Selecting the Survey Methods7:36

Maximizing Response Rates5:23

Maximizing Response Rates: Administering a Survey4:34

Maximizing Response Rates: Level of Trust4:32

Selecting Appropriate Sample Sources7:39

Determining Appropriate Sample Size5:20

Designing a Questionnaire5:54

Designing Appropriate Response Options5:35

Performing Quality Control8:29

Pre-Testing Your Survey4:18

與講師見面

Susan Berman
President, Impact Research
UC Davis Division of Continuing and Professional Education
Olivier Rubel, PhD
Associate Professor, Graduate School of Management
UC Davis

Welcome back again.

Okay. Are you ready to hunt down some guinea pigs to take your survey?

In this lesson, we will learn about the importance of

pre-testing in quantitative market research.

After this lesson, you will determine your pre-test strategy.

You will be able to pre-test your survey with a representative sample of

respondents and refine it based on a review of the results.

So let's get started.

You've figured out how to write your questions,

which question types to use,

and have chosen appropriate response options.

You may be eager to implement your survey.

However, there is an important step before you launch: this is the pre-test.

In quantitative market research,

to pre-test means to verify that your questions are sound

with a select group of people who will provide you with feedback.

As a general rule,

you should aim to pre-test all your surveys and forms with at least five people.

Even with the small amount of people,

you'll be surprised at how many improvements you can make.

Piloting is only really needed for

a large or complex survey and it takes significantly more time and effort.

Let's walk through the pre-testing of your survey.

Step one in the process is to pre-test your survey.

To do this, you would find 5 to 10 people from your target group for testing.

Once you've finished designing your survey questionnaire,

find 5 to 10 people from your target group to pre-test.

If you can't get people from your exact target group,

then find people who are as close as possible.

I once designed a survey that was going to be completed by

rock and roll musicians in another country.

There wasn't enough budget available for us to go to this other country to protest it,

so we found some rock and roll musicians in our own state to test it.

Try to get a range of different people who are representative of your target group.

For example, if your target group is young people aged 15 to 25,

try to include some who are younger and some who are older,

boys and girls with different socio-economic backgrounds.

Step two in the process is to have the person

take the survey as if they're really completing

it and to talk out loud as they complete

it so you can understand the process that they're thinking.

To do this, you would ask the five people you

chose to complete the survey while thinking out loud.

Once you've found your testers,

ask them to complete the survey one at a time.

They shouldn't be able to watch each other complete it.

The tester should complete the survey the same

way that it will be completed in the actual project.

So if it's an online survey,

they should complete it online.

If it's a verbal survey,

you should have a trained interviewer asking the questions.

While they are completing the survey,

ask them to think out loud.

Each time they read and answer a question,

they should tell you exactly what comes to their mind.

Take notes on everything they say.

Step three in the process is to observe how they complete the survey.

To do this, you should also observe them completing the survey.

Look for places where they hesitate and make mistakes.

This is an indication that the survey questions and

layout are not clear enough and need to be improved.

Keep notes on what you observe.

So now you are ready to pre-test your survey in a practice activity.

After you do the pre-test,

you can get feedback from the respondents.

You can also discuss this with your peers.

So now that you've gotten feedback from a representative sample,

here's how you would refine it based on that feedback.

One, go through all the questions and

check what each person said when they were filling out the survey.

Two, make changes on the questions that change the content accordingly.

Three, pre-test again to make sure you have taken care of each and every problem.

Well that's it for this lesson.

Now you should be able to pre-test the questionnaire with

a representative sample of respondents and refine it based on the review of the results.

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