Surveys and Sampling: HOW TO DESIGN A SURVEY THAT RESPONDERS WANT TO ANSWER

Compared to the “traditional” survey, the “fun” survey produced: + Similar or better data quality: Straightling did not increase and speeding did not increase. + Same action outcomes: Top and bottom answers were always top and bottom answers. + Better survey engagement: Open ends were longer, survey evaluation scores were more positive. + We created a “traditional” survey and a new and improved “fun” survey to collect data from nearly 1000 people about gaming opinions and behaviours. The questions and answer options were the same, but the grammar and word choice was different. Here is how YOU can write better surveys too! VS

1. INJECT PERSONALITY INTO YOUR INTRODUCTION

Thanks a bunch for answering this survey! May the survey force be with you. Thank you for participating in this survey. Your careful and honest opinions help improve existing products and create brand new products. + Be genuine, be brief, and keep it reasonably generic I enjoyed taking this survey. I found this to be an interesting survey. Thank you. It was a good survey. Good questions. "May the survey FORCE be with you." Was a nice hilariously awesome thing to see. I laughed a lot. Good job, sir! If I had a fedora, I’d tip it in your direction. I laughed out loud the way some questions were phrased, I wanted to say this is the most refreshing survey I’ve taken I had a lot of fun. I loved the survey it was the coolest most bombest survey ever!! What we usually say: What did responders tell us? But in our test we said: What did responders tell us? “This may not be A funny cat video but we’d love your attention just the same. Thanks for sharing!” “Have we told you lately how much your opinion means to us? Thanks for sharing!”

2. THERE IS NO SUCH THING AS A PERFECT QUESTION

Which systems do you... Own? Use? Use a lot? (Please select all that apply in each column) Which of the following gaming systems… Do you currently own? Have you used in the past 3 months? Have you used in the past week? (Please select all that apply in each column) If you could only play one video game for the rest of your life, what game would you choose? What is your favorite video/computer game? Are you one of those people who lines up at stores to be the first to buy a new game? (Please select only one) Have you ever lined up at a store so you could be among the first to purchase a new video/computer game? (Please select only one) Love 'em or hate 'em, ads are everywhere. Do you approve or disapprove of these? (Please select one in each row) How much do you approve or disapprove of these kinds of advertising in video/computer games? (Please select one in each row) + The same question can be asked in unlimited ways. Why not choose an interesting way? What we usually say:But in our test we said: Focus on what you need to learn, then get that information in a fun way.

3. ANSWER OPTIONS CAN BE FUN TOO

Every dayEvery day. I think I’m addicted! More than 10 hoursMore than 10 hours. You can’t make me stop! No one, you normally play by yourself.My, myself and I NeverNever. I have better things to do! You can be precise without being stuffy. Continue to use precise frequencies if you need to, but once in a while, add a little extra touch to put a smile on your responder’s face. What we usually say:But in our test we said:

4. OPEN ENDS

Give me 3 good reasons why!Please describe 3 reasons why that is your favorite video/computer game. Sharing is caring! Is there anything else you'd like to share about gaming? (Answer if you wish) Is there any other information you would like to share with us regarding your opinions and use of video/computer games? (Answer if you wish) What did you think of this survey? (Please select one in each row) Compared to other surveys you have taken, what is your opinion about this survey? (Please select one in each row) This is the end, my friend. Is there anything about this survey you'd care to share? (Answer if you wish) This is the last page of questions. Is there any other information you would like to share about this survey? (Answer if you wish) + Always give people a place to write their final conclusions or rant if they need to. What we usually say:But in our test we said: Make it voluntary and let them know it’s voluntary.

May the survey writing force be with you!