Survey

Short Description of the Method

  • Method: Survey

    • A method of gathering information through questions asked to a subset of people.

    • Results can be generalized to the wider population.

  • Types of Surveys: Many different types and sampling methods exist, with various data collection techniques.

  • Traditional Administration: Conducted via:

    • Mail

    • Telephone

    • In-person

  • Internet Surveys: Gaining popularity due to advantages like:

    • Low cost

    • Ease of administration

    • Broader reach across diverse populations worldwide.

Uses of Surveys in HCI Research

  • Useful for collecting various types of information:

    • Personal habits and behavior related to technology interaction.

    • Demographic and psychographic info to characterize populations.

    • Feedback on users' experiences with products/services.

    • People’s attitudes and perceptions toward applications.

    • Understanding motivations for using applications.

    • Quantitative measurement of task success.

    • Awareness of systems and features.

    • Comparative analysis of experiences over time and dimensions.

Limitations of Surveys

  • Lack of observational context and follow-up capability.

  • May not assess precise behaviors, underlying motivations, and usability aspects effectively.

  • Other methods might be more suitable for detailed analysis in HCI contexts.

History and Evolution of Surveys

  • Ancient Use: Societies used censuses for various administrative purposes.

  • 19th Century: Political polling emerged in the USA, focusing on election outcomes and public opinion.

  • Psychology and Surveys:

    • Francis Galton used questionnaires for nature vs. nurture debates, laying groundwork for psychometrics.

  • 20th Century Developments:

    • Need for better sampling methods recognized after polling failures (e.g., Literary Digest, Gallup).

    • The acceptance of random sampling as the gold standard.

Important Milestones in Survey Research

  • 1920s-1930s: Development of reliable methods to measure attitudes (e.g., Likert scale).

  • 1983: Carnegie Mellon University compared computer-collected surveys with traditional paper surveys.

  • 1994: Georgia Institute of Technology initiated annual online surveys focused on Internet usage.

    • Notable milestones include development of standardized usability questionnaires (e.g., SUS, QUIS).

Appropriate Use of Surveys

  • Effective for:

    • Representing entire populations.

    • Measuring differences between groups.

    • Identifying changes in attitudes and experiences over time.

Examples of HCI Survey Applications

  • Attitudes: Measure satisfaction metrics linked to experiences, e.g., online banking satisfaction.

  • Intent: Understand frequency of use regarding specific applications with minimal recall errors.

  • User Experience Feedback: Collect open-ended feedback to inform system requirements and improvements.

  • User Characteristics:

    • Collect demographic, technographic, and psychographic data.

    • Discover segments of users with varying needs.

When To Avoid Surveys

  • Surveys may be ineffective for:

    • Gathering precise behavior data.

    • Understanding underlying motivations.

    • Conducting specific usability evaluations.

Synergistic Use of Surveys with Other Methods

  • Surveys complement qualitative methods by quantifying insights.

  • Can precede or follow qualitative research and usability testing.

Good Survey Practices

Stages of Quality Survey Research

  1. Define Research Goals and Constructs: Identify what to measure and how to use data.

  2. Population and Sampling: Define the target population; create a sampling frame.

  3. Questionnaire Design: Carefully consider how questions are crafted to avoid bias.

  4. Review and Pretesting: Conduct pretests to check understanding and improve clarity.

  5. Implementation: Launch the survey using suitable tools.

  6. Data Analysis: Analyze and report results to meet research objectives.

Key Considerations for Survey Design

  • Focus on relevant constructs that directly inform decisions.

  • Plan for sample size and response rate requirements based on research goals.

  • Choose appropriate survey modes considering their advantages and disadvantages.