Effective Survey Research in the Commercial Sector

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Effective Survey Research in the Commercial Sector

• Online seminar presented by
• David Purcell
• Marcus Hearne

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Seminar Agenda

• What is Survey Research?
• Why do Companies do Survey Research
• 5 Steps to Effective Survey Research
• Survey Process
• Survey Creation
• Data Collection
• Data Cleaning Preparation
• Analysis
• Reporting and Deployment
• Examples of Effective Technology using SPSS
• Conclusion and QA

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What is Survey Research?

• Survey Research is a process around collecting
  and analyzing information from a sample
  population in order to make better decisions.
  Conducting effective survey research involves
• Planning
• Survey Design
• Data Preparation
• Statistical Analysis
• Sharing and Deploying Information

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Why Survey Research?

• Learn more about Customers and Employees
• Customer Satisfaction Surveys
• Builds Customer Loyalty
• Increase Customer Retention
• Improves Customers Lifetime Value

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American Airlines

• Specialized Market Intelligence
• Timely Delivery to Decision Makers
• Low Cost / High Value Production of Information

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American Airlines
Knowledge is Power

• Specialized Market Intelligence
• Timely Delivery to Decision Makers
• Low Cost / High Value Production of Information

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Survey Goal

• Get the Right Information
• To the Right Person
• At the Right Time
• To make the Right Customer Centered Decision

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The 5 Steps in the Survey ResearchProcess
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The 5 Steps in Survey Research
Planning Data
Data Cleaning Data
Reporting Collection
Preparation Analysis
Deployment
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The 5 Steps in Survey Research
Planning
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Planning
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• Effectiveness Questions
• Do You have a goal?
• Do You know the best method to collect the data?
• What population will you want to survey?
• What is the best Survey Design?
• Are you collecting Information that will give me
  the answers to obtain my goal?

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The 5 Steps in Survey Research
Planning Data
Collection
What are the Goals ?
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Survey Design Data Collection
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• Effectiveness Questions
• Can we distribute our survey using multiple
  methods?
• Can we collect the data using multiple methods to
  create a master database?
• Is the incoming response data valid?
• Can we reuse our surveys easily?

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Survey Design Data Collection
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• Effectiveness Questions (Review)
• Can we distribute our survey using multiple
  methods?
• Can we collect the data using multiple methods to
  create a master database?
• Is the incoming response data valid?
• Can we reuse our surveys easily?

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The 5 Steps in Survey Research
Planning Data
Data Cleaning Collection
Preparation
3
What are the Goals ?
Design Collection Methods
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Data Cleaning Prep
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• Effectiveness Questions
• What do we have to do in order to create the data
  files structure?
• How much manual effort is involved in cleaning
  the response data?
• How much manual effort is involved in re-coding
  the information from my survey?

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Data Cleaning Prep
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• Effectiveness Questions (Review)
• What do we have to do in order to create the data
  files structure?
• How much manual effort is involved in cleaning
  the response data?
• How much manual effort is involved in re-coding
  the information from my survey?

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The 5 Steps in Survey Research
Planning Data
Data Cleaning Data Collection
Preparation Analysis
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Design Collection Methods
What are the Goals ?
Data Integration
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Analysis
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• Effectiveness Questions
• Do we perform meaningful analysis?
• How many types of analysis do we have available
  right now?
• Do our analyses provide actionable results to the
  people who need them?
• Are our analyses ultimately predicting behaviors?

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Analysis
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• Effectiveness Questions (Review)
• Do we perform meaningful analysis?
• How many types of analysis do we have available
  right now?
• Do our analyses provide actionable results to the
  people who need them?
• Are our analyses ultimately predicting behaviors?

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The 5 Steps in Survey Research
Planning Data
Data Cleaning Data
Reporting Collection
Preparation Analysis
Deployment
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What are the Goals ?
Survey Design Collection Methods
Data Integration
Creating the Results
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Reporting/Deployment
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• Effectiveness Questions
• Can all end users of our reports view the results
  quickly?
• Do we have interactive reports for the end users
  and decision makers?
• Are the report views customizable?
• Are the reports easy to republish?

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Reporting/Deployment
5

• Effectiveness Questions
• Can all end users of our reports view the results
  quickly?
• Do we have interactive reports for the end users
  and decision makers?
• Are the report views customizable?

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The 5 Steps in Survey Research
Planning Data
Data Cleaning Data
Reporting Collection
Preparation Analysis
Deployment
Data Integration
Create the Results
What are the Goals?
Design Collection Methods
Share the Results
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The 5 Steps in Survey Research
Planning Data
Data Cleaning Data
Reporting Collection
Preparation Analysis
Deployment
Data Entry Builder
Smart Viewer Web Server
Goal
SPSS Base
Data Entry Station
Data Entry Enterprise Server
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Gains To Be Had

• Create a wide variety of survey questions
• Easy to use library for storing commonly used
  questions
• Reuse your surveys again and again
• Build your data repository and create your survey
  in one step
• Distribute surveys using multiple methods
  simultaneously
• Collect all the data you want over the web, LAN,
  or entry stations
• Minimize manual processing
• Validate data with no extra steps

• Know your data is clean
• Stop having to recode response data
• Perform meaningful analyses
• Use every type of analysis you can on each survey
• Provide actionable results that can predict
  behavior
• Allow all report users easy and remote access to
  results
• Make reports interactive and customized
• Minimize republishing reports
• Easily republish reports

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SPSS

• In Business for 30 Years
• 30 Years of Experience in Survey Research and
  analytical expertise
• Developed the tools to assist companies with
  survey research and deploy the results to their
  enterprise

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Survey nSight
Hosted Surveys Analytical Expertise to Enhance
Your Insights
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Survey nSight Description

• A managed service for survey research
• An enterprise automation solution
• Hosted surveys analytical reports
• A standard base package add-ons for
  customization
• An ASP
• Application Solution Provider
• Offered by SPSS BI Consulting

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SPSS Survey Research

• Host the Application
• ASP Model
• Host the Survey
• Supply Results
• SPSS Consulting

• Own The Process
• Data Entry Builder
• Data Entry Station
• Data Entry Sever
• SPSS Base
• Smart Viewer Web Server
• SPSS Consulting

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Want to Learn More?

• Full training course descriptions at
• www.spss.com/training
• Or, contact us or one of our other survey
  research experts by calling 800-543-5815.
• David Purcell dpurcell_at_spss.com
• Marcus Hearne mhearne_at_spss.com

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What is Survey Research?

• Survey Research is a process around collecting
  and analyzing information from a sample
  population in order to make better decisions.
  Conducting effective survey research involves
• Planning
• Survey Design
• Data Preparation
• Statistical Analysis
• Sharing and Deploying Information

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What is Survey Research?

• Survey Research is a process around collecting
  and analyzing information from a sample
  population in order to make better decisions.
  Conducting effective survey research involves
• Planning
• Survey Design
• Data Preparation
• Statistical Analysis
• Sharing and Deploying Information

..Better Decision Making
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Conclusion and QA
Contact us or one of our other survey research
experts by calling 800-543-5815. David Purcell
dpurcell_at_spss.com Marcus Hearne mhearne_at_spss.com