Dorie Chang

10/19/15
MK Survey Critique
Question 1:
I would make question 1 optional and not require the surveyor to include their name
to finish the survey.
Question 2:
The question should be reworded as the statement is very straightforward which
might make people not want to take the survey. The age ranges are also very large
and should be divided further. There should also be an option to not answer. For
example:
Please select a range that includes your age:
__ Younger than 18
__ 18 -24
__ 25 34
__ 35 44
__ 45 54
__ 55 64
__ 65 or older
__ prefer not to answer
Additionally, questions 1 & 2 are demographic/ information type questions which
should be placed at the end of a survey as survey takers may be more sensitive to
answering them.
Question 3:
This question is too ambiguous as people may have different perceptions of what
'some of the time' or 'all the time' is. The wording of the question may also make
people want to answer to appear socially appropriate. The question could be
changed to:
How many cups of coffee, on average, do you drink a day?
__ None
__ 1 cup
__ 2 cups
__ 3+ cups
Question 4:
This question should be aware of the limits of human memory as no one can
remember how many drinks they've had in an entire year. Instead, it should give
increments of how many cups someone has drank maybe in the past week to get a
better estimate of how much they drink in a year. For example:
How many cups of coffee have you drank in the past week?
__ 1-2 cups a week
__ 3-4 cups a week
__5-6 cups a week

__more than 7 cups a week

Question 5:
This is a leading question and should be reworded to get a more honest answer
from survey takers. For example:
The Health Departments decision to temporarily close down the Bitter Bean Coffee
Shop due to rodent complaints is justifiable.
__ Strongly Disagree
__ Disagree
__ Agree
__ Strongly Agree
Question 6:
Question 6 gives attributes on a scale that is faulty in that it is not equal and skips
the rating number 4. The scale should have options from 1-5 with the following
headers: 1-strongly disagree, 2-somewhat disagree, 3-neither disagree nor agree, 4somewhat agree, 5- strongly agree. Tasty and Healthy should also be rated
separately. In addition, the attributes are biased with 7 terms being positive and
only 1 term being negative and should be balanced. For example:
Please rate the Bitter Bean Coffee Shop on the following attributes (1-5):
__Affordable
__Bland
__Neat
__Trendy
__Dirty
__Friendly
__Expensive
__Old-fashioned
__Tasty
__Healthy
__Boring
Question 7:
Question 7 gives biased answers that will lead surveyors to choose a 'friendly local
coffee shop'. The wording gives a negative connotation to coffee chains by calling
them 'bland'. The question should instead provide some coffee shop locations, both
local stores and larger shops, and ask the surveyor to check off which stores they
have visited in the past month. Or as another alternative to find out which stores
they prefer, the survey could rephrase the question to Please rate how likely you
would be to recommend the following coffee shops: along with a list of local and
large shops with a 1-5 rating scale with headers: 1-very unlikely, 2- somewhat
unlikely, 3- neutral, 4-somewhat likely, 5-very likely

Question 6 (the 2nd):

Question 6 (the second one) should first of all be renumbered to number 8 and so
forth so as to not confuse the survey taker. It currently has a scale that is hard to
answer and is very biased toward negative answers. If using a scale, it should be
changed to give options from 1-5. The wording of the question should also be
changed to the same way the first question 6 that asks for qualities associated with
the Bitter Bean but replacing the name with Starbucks. For example:
Please rate Starbucks on the following attributes: (given with the same attributes
from question 6 [the 1st one])
Question 7 (the 2nd):
Question 7 (the second one) should have a scale thats equidistant from 1-5 with
the headers stating: 1-strongly dislike, 2-somewhat dislike, 3-neither dislike nor like,
4-somewhat like, 5-strongly like. There should also be an option for Do Not Know
after the scale for each brand of coffee.
Question 8:
This question should not ask surveyors how much they would pay as an open
question but rather should give different ranges they could choose from.
Additionally, there should be an option for those who would not be interested in
purchasing the membership. For example:
What category best represents what you would be willing to pay for a yearly caf
membership to Bitter Bean that would give you unlimited coffee in-store (no
takeout)?
__ $100 124
__ $125 -149
__ $150 - 174
__ $175 - 200
__ I am not interested in the membership
Question 9:
This should not ask females specifically for a phone number. If the detail is relevant
info for the bitter bean then a separate optional question should be asked for a
phone number in general. Otherwise it should be taken out completely. This
question should also include a prefer not to answer choice as this could be
sensitive information.