In this assignment, you will identify and critique a questionnaire that was designed for a marketing research study. You will closely inspect the design of the questionnaire items. You will use your earned knowledge of questionnaire design "best practices" and "practices to avoid" to complete your critique.
Step 1: Find a Survey!
You can use any survey instrument from any marketing questionnaire that you wish. Customer satisfaction survey from a company, a survey published by Pew Research, a study reported in Nielsen, etc. The only requirement is you gain access to specific way the questionnaire items were asked (it is not enough to find a market research REPORT, as those alone rarely contain all the information about the actual survey, you need to have the actual questionnaire items available to you).
Survey Examples (but please find your own, there's likely plenty lurking as invites right in your own e-mail inbox!):
- Here is an example of a Magic: The Gathering Player Profile surveyLinks to an external site.
- BMW Customer Satisfaction SurveyLinks to an external site.
- HipCamp SurveyLinks to an external site.
If you're looking for a survey, consider checking out SwagBucksLinks to an external site.. Based in Los Angeles, this company has become one of the most common platforms used by marketers to gather consumer survey data. Once you sign up, you'll find plenty of surveys!
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DO NOT choose a survey that is only a 1 or 2 question "service quality" check (typically these are 'surveys' you may receive after making a purchase that are just a single "how did we do today?" style survey. These types of surveys certainly have their role in marketing, but they're a bit too simplistic for the purpose of this assignment).
Step 2: Critique the Survey!
Note: You do not have to critique an entire survey; you must identify just 3 examples of "best practices" in action and 3 examples of "poor practices" in action.
USE THIS TEMPLATE TO SUBMIT YOUR ANSWERS. COPY & PASTE IT [replacing the content in brackets]
CITE THE SURVEY: [Provide the citation and a hyperlink to the survey (you can always save a survey as a PDF and provide a link via Google Drive, Drop Box, or the like)]. If you're having a hard time sharing the survey via a link, that's okay, take a screenshot or two of a few of the screens and include them in your submission. You can upload a PDF, Word doc, etc. (you don't need to include a screenshot of every single page for long surveys!)] NOTE: If you use SwagBucks, it can be a pain / impossible to retrieve the hyperlink for the survey you took. If that's the case, that is ok. Instead, just provide as much citation evidence as you can aside from the hyperlink.
Cite three specific examples of BEST PRACTICES being exhibited in the survey. Each "best practice" can be about how the question was worded, presented, scaled, etc.
1. Best Practice Example #1 - [be SPECIFIC... show/explain to me the exact survey question and scale, and then be explicit in explaining why this is an example of a "Best Practice" in action... you can SHOW via a focused screenshot that focuses in on the issue in question or you can EXPLAIN be describing the question and scale in your own terms]
2. Best Practice Example #2 - [Follow the same rules as above]
3. Best Practice Example #3 - [Follow the same rules as above]
*note: hopefully you find a survey that is reasonably well-constructed! Hence, you may not find many extreme examples of "poor practices". If that is the case, feel free to nitpick on a small detail or so. Just be sure to also explain whether you see the problem as "major" or "minor"!
4. Poor Practice Example #1 - [Follow the same rules as above]
5. Poor Practice Example #2 - [Follow the same rules as above]
6. Poor Practice Example #3 - [Follow the same rules as above]