3. Techniques
3.17 Survey and Questionnaire
Guide to Business Data Analytics
3.17.1 Purpose
A survey or questionnaire is used to elicit information including information about customers, products, work practices, and attitudes from a group of people in a structured way and in a relatively short period of time.
For more information, see BABOK® Guide v3, Chapter 10.45.
A survey or questionnaire is used to elicit information including information about customers, products, work practices, and attitudes from a group of people in a structured way and in a relatively short period of time.
For more information, see BABOK® Guide v3, Chapter 10.45.
3.17.2 Business Data Analytics Perspective
Surveys and questionnaires can be used to elicit a great deal of information in a relatively short period of time. The design of the questions can dramatically influence the elicited data. Analysts on the data team help structure surveys, questionnaires, and individual questions to ensure quality responses are received.
Surveys and questionnaires can be used to elicit a great deal of information in a relatively short period of time. The design of the questions can dramatically influence the elicited data. Analysts on the data team help structure surveys, questionnaires, and individual questions to ensure quality responses are received.
- Identify the research question: Surveys and questionnaires may be used when exploring the research questions. Results are used to validate if the right questions are being asked, ensuring that the research questions will help the desired outcomes. Both survey design and developing good quality questions to support the overall research questions are critical skills for analysts in a business data analytics context.Good question design practices include:
- understanding the key hypothesis to be tested,
- developing short questions,
- utilizing customer ethnography principles,
- being sensitive to customer sensitivities,
- aligning questions with overall themes, and
- ensuring anonymity for respondents.
- Source data: Surveys and questionnaires are popular techniques for actively collecting data. The structure, format, duration, type, and quality of questions, as well as the sample group, are some of the key factors to consider in ensuring the effectiveness of surveys. Skills in statistical sampling methods help achieve unbiased results.
- Analyze data: Data quality concerns or anomalies in the survey results are identified during data analysis. Response rates are carefully monitored to ensure statistical significance. Depending on the severity of the issue, it may be deemed that the survey will need to be re-done (for example, improve quality of questions) or re-sent (for example, data is no longer relevant or reliable or it portrays data bias).
- Interpret and report results: Collating, summarizing, categorizing, and evaluating results allows important themes to emerge from the data. Meaningful insights are then developed to share with the team. Work is required to restructure the results, if it is being shared with stakeholders.
- Use results to influence business decision-making: Depending on the magnitude of changes, the level of risk, and the impact to stakeholders, surveys and questionnaires may be used to receive feedback that will be considered in the implementation plan. Considering feedback from impacted stakeholders in the change implementation plan may also lower the negative impact of the change.
- Guide organization-level strategy for business analytics: To implement an organization-level strategy (related to data), a strong understanding of how the various functional units currently operate is important. While the strategy remains unchanged, the execution of the strategy may need to be customized to meet any unique, but vital operations within each functional unit. Surveys and questionnaires can be used during large implementations to determine those unique considerations and identify any additional areas of opportunity.
