Forget Gamification Try Writing a Humanized Survey Annie Pettit Source: Quirk’s Article , February 2014Quirk’s Article , February 2014

Data Quality Measures Straightlining: Failed if data demonstrated straightlining to a half- positive, half-negative eight-question grid. Open-ends: Failed if less than 10 characters were provided in response to a request for “Three reasons why…” Speeding: Failed if the survey was completed in the slowest 5 percent of completion times. Red herrings: Failed if two fake computer games were selected. Acquiescing: Failed if 14 or more items in a list of 16 were selected

Data Quality Comparisons

Respondent Evaluations

Humanizing Survey Exercise Humanize the following questions. Q1. What is your favorite brand of pizza? (Check only one) [ ] Pizza Hut[ ] Dominos[ ] Pizza Inn [ ] Little Caesars[ ] Johnny's Pizza[ ] Papa John's[ ] Other Q4. What side items do you prefer with your pizza? (Check all that apply) [ ] Bread sticks[ ] Buffalo wings[ ] Potato wedges [ ] Salad[ ] Pasta Q7. How would you rate each of the following pizza brands? Pizza Hut[ ] Very poor [ ] Poor [ ] Good [ ] Very good Dominos[ ] Very poor [ ] Poor [ ] Good [ ] Very good Pizza Inn[ ] Very poor [ ] Poor [ ] Good [ ] Very good Q8. Please indicate how you purchase pizza by allocating percentages for each of the following methods. The total should add to 100%. ______ Dine-in_____ Carry out_____ Delivery

Humanizing Survey Exercise Humanize the following questions. Q9. Approximately, how often do you eat pizza? [ ] Less than 1 time per year [ ] 1 to 6 times per year [ ] 1 to 3 times per month [ ] 1 or more times per week Compared to other “Coffee Shops,” how would you evaluate Starbucks? [ ] Better [ ] About the same [ ] Worse How would you evaluate the service at Starbucks? [ ] Poor [ ] Okay [ ] Good [ ] Excellent How would you evaluate the atmosphere at Starbucks? [ ] Poor [ ] Okay [ ] Good [ ] Excellent