The next step was the creation of the survey and the development of the questions we needed to answer in order to achieve the projects goals. To achieve a degree of certainty about the user, the survey needed to answer questions such as; How old they were, where they lived, what kind of internet connection they have, what does the user want to do, does the site provide this, what do they like and dislike about the site. Goodman E., Kuniavsky M., Moed A., (2012, 2nd ed.) Observing the User Experience. Morgan Kaufmann Publishers.
Whereas qualitative research questions need to be flexible in order to avoid cramping the respondents answers, survey questions need to be more precise and restricted in order to be unambiguous. In general, survey questions should be closed-ended to make them easier for the person to answer them. The most common type of closed-ended survey question is the single answer multiple-choice question. Only one of the multiple choices can be chosen, Goodman E., Kuniavsky M., Moed A., 2012.
The goals of the survey can be compartmentalised to achieve certain outcomes such as, create a demographic, create technological and web use profiles of the users, get a prioritised rating of the main features of the Gobus site, get a list of other sites they like to use and find out what they like best about these sites, Goodman E., Kuniavsky M., Moed A., 2012.
A survey has two main characteristics, descriptive and explanatory. Descriptive aims to profile the user. They give a composition of the user in terms of their traits, what technology they use, what they want and how they claim to behave. Explanatory aims to explain people’s beliefs and behaviours by uncovering relationships or patterns of behaviour within their answers, Goodman E., Kuniavsky M., Moed A., 2012.
1. Characteristic questions describe who a person is and what their physical and technological environment is like. 2. Behavioural questions outline how they behave and 3. Attitude questions inquire into what people want and believe. Each of these three major characteristics can be further broken down into sub categories.
Demographic – this outlines who the respondents are, how old they are, what they do for a living, how educated they are.
Technological – these questions ask about their digital setup and experience.
Technological use – what are the reasons they’ve come to the site, what features do they use, how often do they use the internet, what other sites do they visit and what features do they use.
Do they like using the site? Does it do what they wanted? What features do they feel are lacking?
With all this in mind I developed a list of sample survey questions that the team could use and that adhered to the groupings above.
For the format of the survey we decided to use Google Docs as it was free, easy to use, capable of section jumps and we were able to all make edits remotely and in real time. We’d make any queries on Slack and then could input the outcome though Google Docs.
Also for analysis, the survey answers and data would be automatically collected in Google Spreadsheets which has load of features like creating graphs, tables and grouping answers through descriptive questions we imputed.
The final survey was divided in to 3 main areas: 1. Personal, 2. General Travel and 3 GoBus Travel.
If a GoBus user was filling out the form then they would do sections 1 and 3, but if a no GoBus user was doing the survey then they’d fill out 1 and 2. Using Google Docs allowed us to force this capability on how an question was answered.
We did a pilot run first before sending it out and below is some of the feedback we got: 1. Maybe leave email field till last and make optional. 2. Ask for hours a day with internet usage. If information is too vague on an answer the data won’t be as useful as it could be, be more specific to get more insight.
In total we got 121 respondents to the online survey – 53 GoBus user and 68 non-Users.