Surveying the User Experience: Design and Analysis of Surveys for UX and Customer Research

Practical examples gleaned through years of experience developing, conducting (and taking) surveys for both Fortune 500 companies and small startups. We use examples of surveys that the team at MeasuringU has performed to give you constructive information for better surveys in four parts:Part 1: Planning the Survey (Chapters 1-4): Guidance on the common "how much," "how long," and "how do we" questions, with practical advice on making the most of your survey.Part 2: Writing Survey Questions (Chapters 5-9): Methods for choosing and writing survey questions guided by an understanding of the anatomy of survey questions and the effects of human memory and cognition.Part 3: Survey Response Options (Chapters 10-16): Data-driven guidance on leading practice in survey item formats, starting with a taxonomy of response options and literature reviews and continuing with original experimentation on the effects of the number of scale points, labeling, item tone, primacy bias, acquiescence bias, cultural effects, and numerous presentation effects.Part 4: Data Collection & Analysis (Chapters 17-22): Several step-by-step guides on gathering raw survey data, graphing survey dataYou might wonder-do we really need another book on surveys? There are a lot of books on survey design and analysis. What makes our book different? This book is for UX researchers, CX professionals, designers, product owners, marketers, and anyone else who has a vested interest in collecting data through surveys. In a nutshell: