To ask or not to ask
- 1. TO ASK OR NOT TO ASK Evaluating Questions To Be Asked In A Survey GROUP MEMBERS Group Leader: Melvin Brown James Sylvester Denisha Modeste Kashida St. Bernard
- 2. Understanding Research Objectives Often, Potential Researchers, when embarking on investigations use the S.M.A.R.T. acronym to determine whether or not the research objectives fit the investigation being undertaken.
- 4. But why S.M.A.R.T…? Research questions also need to keep firmly to the objectives outlined for the investigation. Therefore, our group found that the S.M.A.R.T acronym provided the perfect criterion by which to examine our survey questions.
- 5. Time to evaluate our consumer survey questions…
- 6. What is your partner’s favorite brand of golf balls? Specific? • It is specific in terms of determining the information needed, but fails to extract information about the person who is answering the question (focusing rather on their opinion/observation of others) Survey may ask this to find out: customer’s preference of brand before opening a sports shop • It isn’t measurable because the results may be inaccurate because the question relies on the person’s knowledge of their partner preference. Measurable? what percentage of the population are into sports, particularly golf. • It isn’t achievable because of the method in which the question is being asked. Preferably, the question should be about the person answering the survey, not their observation of anyone else. Achievable? Most customers may not know their partner’s favourite brand of golf balls Realistic? Timely? • Again, not realistic because the question relies on the respondents opinion/observation of their partner, which may be erroneous. • The context of the question is timely because it asks about the respondent’s current partner.
- 7. What TV programmes did you watch a week ago? Specific? • The question is very specific in terms of stating ‘What?’ and ‘When?’ Survey may ask this to find out: The best TV shows to promote The best TV slots for advertisements The television preference of the viewing public or a particular audience e.g. comedy, sports, soaps, etc. The peak viewing time of the population Measurable? Achievable? Realistic? Timely? • It is measurable as a detailed listing of TV programmes can be created from the responses. • It is not achievable because not everyone watches or has access to a television. • It is unrealistic to ask someone to recall what they did after such a substantial amount of time has passed. • It is untimely because most persons wouldn’t remember what they viewed a week ago, unless they have a particular programme that they love viewing.
- 8. Can you supply me with a list of your grocery purchases this month? Specific? Survey may ask this to find out: • what type of foods or products customers are buying • how much spending power customers have • the eating habits of most customers • how many customers are smart buyers and impulse buyers Measurable? Achievable? Realistic? Timely? • The question is too specific, to the point where it may be seen as an invasion of privacy. • It is tentatively measurable provided that you have receipts. • It is not achievable because it may be a long, tedious task for a respondent to detail out their grocery list. • It is unrealistic to ask someone to list EVERY purchase they would have made as groceries. • It is untimely because most persons wouldn’t remember what they bought after a certain amount of time has elapsed.