survey analysis in a nutshell with jeffrey henning

Please tweet! @jhenning @LoveStats #mrx

Survey Analysis

in a Nutshell(A Peanut Shell)

Presented by Jeffrey HenningPresident at Researchscape International

Moderated by Annie PettitChief Research Officer at Peanut Labs


Our Agenda

Thinking about analysis once the results have come in is too late!

Before Analysis

Start looking at each question in isolation, in detail.

It’s better together! Group some questions together, and contrast questions, too.

By Each Question InterrelationshipsCBA


BEFORE ANALYSIS


Before You Analyze

Before Completing the questionnaire design, make sure you are answering the big question. And adding the little questions you’ll need.

BC1


What’s the new price?

Will they buy it?

Are they happy?

THE BIG

QU

ESTI

ON

What do we do next?


True Stories...

“What media market do they live in?”

“Maybe we can estimate it from their area code,

assuming they haven’t moved.”

“Can you crosstab by county economic tier?”

“I guess we can lookup their county from their zip code,

and the tier from their county...”

“Let’s analyze the results by the annual revenue of the companies

the respondents work for.”

“We didn’t ask that.”

THE

litt

le Q

UES

TIO

NS


Before You Analyze


BC

Before Counting Each response, make sure you want to include each response. Clean your data!

BCE21


Before You Analyze


BC

Before Counting Each response, make sure you want to include each response. Clean your data!

After Data is in hand, think of the big picture. Plan your timeline accordingly.

BCE AD321


Love the Data but Leave the Data Behind

Data

Price = $2.99

Analysis An Answer


BY EACH QUESTION


Please rate your overall satisfaction with each of the

following:

Sample Size: 206 (71% of Respondents)


“Top 2 Box” Sums Top 2 Values



Means are MeanMedian Corrects for Skew without Requiring Judgment Calls

$4.69

$0.99

$2.00

$99.00

Hedges and Shah BMC Bioinformatics 2003 4:31 doi:10.1186/1471-2105-4-31


Why do you install new apps on your mobile device?



Why do you install new apps on your

mobile device?• "I install new apps when I need to be entertained or when I need a tool that I don't

currently have handy such as a calculator or ruler."

• "I always want to be the first to try great apps that I will want to keep. Many of the

new apps that I solve help me solve a problem and I can convey this to my friends,

which makes me look good.”

• "Most of the time it's for entertainment purposes. I like having several app options in

case I am bored. Other times, it's because I need a specific app for something (map,

flight finder, photo editor, etc.)"

• "To be able to do things more efficiently, or to try and discover new games, or to use

apps with more functions and a better interface."

• "I usually download apps that add functionality to my phone, such as a flashlight app

or a sensor reading app. I don't download many game apps, and I almost never

download an app developed for a single business, like a banking app.”


INTERRELATIONSHIPS


Cross-tabulate QuestionsTraditional Cross-tabs Draw Eye Away from Important Cells


Use Cell Comparisons When Possible86% of iPad Users vs. 69% of Android Phone Users

Bought App in Past Month or Less


Average Related Questions into IndicesCustomer Experience Index, Price Comparison Index, Customer

Satisfaction Index, and a Customer Loyalty Index

CUSTOMER EXPERIENCE

Effectiveness Enjoyability

Ease

PRICECOMPARISONS

To Expectations To Quality

To Competitors

CUSTOMERLOYALTY

RepurchaseLikelihood

Reluctance toSwitch

RecommendLikelihood

CUSTOMERSATISFACTION

Satisfaction Expectations

Comparison with Ideal

Source: Researchscape International


Indices Highly Correlate to Loyalty BehaviorRank CESL Metric Correlation Shared Variance

1 Customer Loyalty Index 0.762 58%

2 CSAT/Loyalty Index 0.751 56%

3 Champion Model 0.749 56%

4 Likelihood to Repurchase 0.730 53%

5 Likelihood to Recommend 0.728 53%

6 Index of Indices 0.685 47%

7 CSAT 0.639 41%

8 Apostle Model 0.604 36%

9 TNS Loyalty Model 0.590 35%

10 Reluctance to Switch 0.585 34%

18 NPS 0.502 25%

22 Ease 0.402 16%


Apostle ModelContrast Questions with Quadrant Analyses

• Jones and Sasser pioneered their own loyalty segmentation

• For satisfaction scale, use CSAT question or ACSI’s 3 questions

• For loyalty, use likelihood to repurchase or a loyalty index


Beyond Quadrant Analysis Tells a Story53eig.ht/1JkdRVi


“Stories are just data with a soul.”

Story

Synthesis

Analysis

Data

- Brene Brown, TEDx Houston, 2010


Summary

Thinking about analysis once the results have come in is too late!

Before Analysis

Start looking at each question in isolation, in detail.

It’s better together! Group some questions together, and contrast questions.

By Each Question InterrelationshipsCBA


Q&A: Contact InformationAnnie Pettit

Chief Research Officer

[email protected]

ca.linkedin.com/in/AnniePettit/

twitter.com/LoveStats

facebook.com/AnniePettit

Jonathan Cheriff

Director of Sales & Marketing

[email protected]

Find PeanutLabs on

LinkedIn Facebook Twitter YouTube

DIY POLLINGDIY SUPPORT

Jeffrey Henning

President

[email protected]

www.researchscape.com

twitter.com/jhenning

DIY SAMPLE

survey analysis in a nutshell with jeffrey henning

Data & Analytics

mrx means

mrx whats

mrx survey analysis

mrx true stories

new apps

big question

data price

little questions youll