1. Forget Gamification Try Writing a Humanized Survey Annie Pettit Source: Quirk’s Article 20140225-1, February 2014Quirk’s Article 20140225-1, February 2014

3. Data Quality Measures Straightlining: Failed if data demonstrated straightlining to a half- positive, half-negative eight-question grid. Open-ends: Failed if less than 10 characters were provided in response to a request for “Three reasons why…” Speeding: Failed if the survey was completed in the slowest 5 percent of completion times. Red herrings: Failed if two fake computer games were selected. Acquiescing: Failed if 14 or more items in a list of 16 were selected

4. Data Quality Comparisons

5. Respondent Evaluations

7. Humanizing Survey Exercise Humanize the following questions. Q1. What is your favorite brand of pizza? (Check only one) [ ] Pizza Hut[ ] Dominos[ ] Pizza Inn [ ] Little Caesars[ ] Johnny's Pizza[ ] Papa John's[ ] Other Q4. What side items do you prefer with your pizza? (Check all that apply) [ ] Bread sticks[ ] Buffalo wings[ ] Potato wedges [ ] Salad[ ] Pasta Q7. How would you rate each of the following pizza brands? Pizza Hut[ ] Very poor [ ] Poor [ ] Good [ ] Very good Dominos[ ] Very poor [ ] Poor [ ] Good [ ] Very good Pizza Inn[ ] Very poor [ ] Poor [ ] Good [ ] Very good Q8. Please indicate how you purchase pizza by allocating percentages for each of the following methods. The total should add to 100%. ______ Dine-in_____ Carry out_____ Delivery

8. Humanizing Survey Exercise Humanize the following questions. Q9. Approximately, how often do you eat pizza? [ ] Less than 1 time per year [ ] 1 to 6 times per year [ ] 1 to 3 times per month [ ] 1 or more times per week Compared to other “Coffee Shops,” how would you evaluate Starbucks? [ ] Better [ ] About the same [ ] Worse How would you evaluate the service at Starbucks? [ ] Poor [ ] Okay [ ] Good [ ] Excellent How would you evaluate the atmosphere at Starbucks? [ ] Poor [ ] Okay [ ] Good [ ] Excellent