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  • 00:01


  • 00:18

    BEN SIU: Hi.I'm Dr. Ben Siu.And I'm a Lecturer in Marketing at the University of Plymouth,and I specialize in the teaching of marketing research.Qualtrics is an online survey platform,which includes a comprehensive set of toolsfor designing questionnaires.The platform can be found by logging into www.qualtrics.comor by googling Qualtrics.

  • 00:38

    BEN SIU [continued]: There is a trial version of the software available on the site.Or your institution may have access.Once you have logged into Qualtrics,you can start a new project.The Tools Design questions can be found on the right.The first option is Question Type.There are a number of different choices.The most commonly used are Text Entry, Graphics,Multiple Choice, Matrix Tables, Text Entries, and Rank Order.

  • 01:06

    BEN SIU [continued]: Firstly, looking at the descriptive text,this is the use of blocks of text.For example, these can be used for transition statementsor can be used in the introduction.There is a graphic option.This allows you to upload images,which is the stimulus that can be used as part of the survey.These can either be used with accompanying textor on their own.

  • 01:27

    BEN SIU [continued]: Moving down, there are the multiple choice questions.So there are multiple variations here,which include Dropdown, Single Answer, Multiple Answer.And images can also be used instead of wordingas part of these questions.Moving across, there is the Matrix Tables.The Likert scale options can be found here, for example,on a scale of 1 to 5.

  • 01:50

    BEN SIU [continued]: So if a traditional Likert scale is used a Likert single answeroption, there are also slider options underneath.But use these sparingly.Moving down, there is the Text Entry.This allows for text entry for open ended questions.This can also be used to allow participants to enter a number.Underneath that is the rank order.

  • 02:10

    BEN SIU [continued]: This provides the participant with the opportunityto rank a set of predetermined choices.And then underneath that is the constant sum.This is used to allocate a constant sumacross multiple options.Across to the aside is one of the unique featuresof Qualtrics.And this is the use of a heat map.Once an image or document has been uploadedonto the software, this will allow a participantto click on a part of an image, whichcan be used to gauge what part of it draws the consumer's eye.

  • 02:42

    BEN SIU [continued]: Moving back to the question type on the right of the screen,the next option is choices.This allows for the selection for the numberof choices or scale points to include in the question.Moreover, there are also a numberof premade options, which are available to choose from.By selecting a box, you'll see all of the predeterminedchoices.There are several to choose from.

  • 03:03

    BEN SIU [continued]: These are automatically assigned to the descriptorsand the choices made.So if you have three options, it will come upwith three default responses.If you have seven, it will createseven unique descriptors.There are two options as part of the premade choices.One of these is the ABC Approach,whereby every single descriptor has a label associated to it.

  • 03:24

    BEN SIU [continued]: The alternative is to only show the polar end.So you either see Strongly Disagree or Strongly Agree,and you don't see anything in the middle.There is also an option for Reverse Orderso that you can change the polarity of the scale pointswhich are used.Referring back to the interface, the next option to consideris the Validation Option, which allows for either a ForcedResponse or Request a Response.

  • 03:51

    BEN SIU [continued]: A forced response ensures that the participantanswers the question and ensures that no questions are left out.Consider using these on filter questionsand on the questions that are relevant to addressingyour research objective.It is not advisable to use these on personal demographicquestions beyond those of your filter or identificationquestions.

  • 04:11

    BEN SIU [continued]: In these cases, use a Request Response,which will alert the participant of questionsthat have not been complete.But it still allows them to progresson to the next stage of the survey.Looking at each individual question,each question has its own set of individual settings.And the main ones to be aware of are, firstly,is the Display Logic.

  • 04:33

    BEN SIU [continued]: This is used to route participantsto certain questions based on their prior choices.For instance, if a question asked which supermarketdo you visit, Tesco, Asda, Morrisons,or Sainsbury's, if the participantselects Tesco and Asda, only questionsrelated to these shops will be shown.All questions related to Morrisonsand Sainsbury's will be omitted.The next one is Skip Logic, generally usedfor filter questions and used to skipcertain parts of the survey.

  • 04:60

    BEN SIU [continued]: For instance, if the research is to be conducted amongst 18to 24-year-olds, a filter question of,are you between the age of 18 to 24, will be used as a filter.If they answer Yes, they progress to the next question.If they answer No, they will be sent to the end of the survey.Following on from this are the recode values.

  • 05:21

    BEN SIU [continued]: The numbers assigned to the choices can be found here.It is worth checking this before exports and data for analysisto ensure that the correct numbers areassigned to the choices, in particular, the Likert scales.Finally, Randomization.This allows the choices to be randomizedto reduce order bias, for example,those who are only choosing the first option which is provided.

  • 05:45

    BEN SIU [continued]: Moving to across the top of the interface, the first of theseis the Look and Feel.And this is used to alter the aestheticsof the questionnaire, which includes the images usedfor the Next and the Back button,the inclusion of a Progress bar, the font which can be used,the background image, and the overall theme.

  • 06:06

    BEN SIU [continued]: Moving across, you have the Survey Flow,which refers to the general order of the questionsand how participants will be routedaround the questionnaire, which isrelated to the skip and display logics previously mentioned.The survey option can be left in their default settings.The main consideration is whether a Back buttonshould be included.

  • 06:27

    BEN SIU [continued]: By providing this option, participantscan go back and change their answers, which is not alwaysadvisable, as the response recorded may notbe the true initial response to the questionand may be influenced by information provided laterin the questionnaire.Moving along again, the tools include the general toolsfor the questionnaire.

  • 06:48

    BEN SIU [continued]: The main options to consider are Auto Numbering.When designing and evaluating the questionnaire,questions will be moved around.This function allows for the questionsto be ordered chronologically.Do this once all of the questionsare in the correct place.You also have the option to collaborate.This allows multiple people to work on one survey,provided they all have access to Qualtrics.

  • 07:13

    BEN SIU [continued]: The Quota option allows you to create quotaswhich is related to the sample.If a quota sampling or stratified samplingis to be used, then be this can be usedto ensure that the quotas are met,for instance, 55% of the respondents will be maleand 45% will be female.The final part of the tools of which is relevantis the Import and Export feature.

  • 07:38

    BEN SIU [continued]: This is used to print the survey or exportthe survey into Word or for another user using Qualtrics.The final option in this screen is Preview.This allows the researchers to test the questionnairein terms of wording, aesthetics, and functionality.The preview is presented from two perspectives,one from a website and another from a mobile device.

  • 08:02

    BEN SIU [continued]: When previewing the questionnaire,there is an option to Ignore Validations,which can be used to allow for two forms of testing.Firstly, with it selected, the previewwill go through all of the questions in order.This will make it easier to ensure that all questions arecorrect, in terms of the wording and the scales whichare being used.

  • 08:23

    BEN SIU [continued]: And secondly, with it unselected,the functionality of the questionnaire can be tested.So if you're using skip or the display objects or forceand request responses, this ensures that these featuresare working.Once the survey is complete, the appropriate methodof distribution needs to be selected.The main ones to consider include email.

  • 08:44

    BEN SIU [continued]: This can be achieved by using the email client that'sbuilt into Qualtrics.Alternatively, a single reusable link can be generated.And this can be integrated into an email usingan alternative email client.There is also the Social option.This provides a link that can be used on social media sites.And then, finally, there's also a Mobile option.

  • 09:04

    BEN SIU [continued]: This allows you to generate a QR code whichdirects the participant to your questionnaire.The next stage is the Data and Analysis section,which allows for the monitoring of responses.The number of completed and incomplete responsescan be found on the right hand side.The data provided can be divided into numerical and datainformation.

  • 09:25

    BEN SIU [continued]: The data can also be exported into Excel, SPSS, or GoogleDrive for analysis.The final tab relates to reports,which can be used to view the answers recordedso far, graphically, and assess the survey statistics whichrelates to how well the questionnaire is performing.Under the Report setting, custom reportscan be generated, which focus on specific questions selectedby the user.

  • 09:51

    BEN SIU [continued]: Within the Report function, thereis a Classic Report option, which houses the SurveyStatistics Report.Within the Survey Statistics Report,six metrics are presented.The ones to pay attention to are Survey Start Dates.This can be an indicator of whichsites list all locations yielded the higher responses.

  • 10:15

    BEN SIU [continued]: To achieve this, ensure that thereis a list along with timings thatcan be used to document when the questionnaire was launched.Survey Durations.Over time, it is possible to ascertain the average time ittakes to complete the survey.If there are responses which are substantially lower than this,then it is worth considering how muchthought these participants put into their responses.

  • 10:42

    BEN SIU [continued]: Survey Completion Percentage.This is how many people have completeda certain amount of the survey.It is important to keep an eye on thisas incomplete responses are likely to be deletedonce the data is cleaned.And a high number of people that have a low completionpercentage will provide a false numberas to how many people have actually completed the survey.

  • 11:04

    BEN SIU [continued]: Because incomplete surveys are closed automaticallywhen they expire.At this time, they are treated as completed.The final element is the Drop Out.This can be an indicator that thereis an issue with the questionnaire whichforces people to drop out, so if thereis an issue with the skip logic, a forced response, or a requestresponse.

  • 11:26

    BEN SIU [continued]: [MUSIC PLAYING]

Video Info

Series Name: An Introduction to Marketing Research

Episode: 6

Publisher: SAGE Publications Ltd.

Publication Year: 2020

Video Type:Tutorial

Methods: Survey research, Research design, Online surveys, Marketing research, Computer-assisted qualitative data analysis

Keywords: marketing research; netnography; online survey; questionnaire design; questionnaires and surveys; research design; Survey research ... Show More

Segment Info

Segment Num.: 1

Persons Discussed:

Events Discussed:



Ben Siu, Lecturer in Marketing at the University of Plymouth, introduces and demonstrates how to use Qualtrics, an online survey platform with a comprehensive set of tools for designing questionnaires.

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A Beginner's Guide to Qualtrics

Ben Siu, Lecturer in Marketing at the University of Plymouth, introduces and demonstrates how to use Qualtrics, an online survey platform with a comprehensive set of tools for designing questionnaires.

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