Surveys and Questionnaires
Interviews told Meera that some buyers worry about book condition. But is that 5% of buyers or 60%? Eight interviews cannot tell her. A survey can, if it is written well.
The rule
Interviews find the why; surveys count how many.
Use a survey to measure things you have already discovered, not to discover them. It tells you how common a behaviour, problem or preference is across hundreds of people.
Good survey writing follows a few rules:
- One idea per question. "Was ReShelf fast and easy to use?" asks two things at once, a double-barrelled question. Someone who found it fast but confusing cannot answer honestly.
- Neutral wording. "How much did you love the new search?" pushes people toward a positive answer.
- Complete, balanced options. Scales need equal positive and negative sides, and options like "Other" or "I didn't buy any books" let everyone answer truthfully.
- Keep it short. Aim for five minutes or less; every extra question costs you respondents.
- Ask the right people. A survey shown only inside the app reaches current users and misses the students who tried ReShelf and left. That is sampling bias.
Most questions should be closed, such as multiple choice or a rating scale, because they are quick to answer and easy to count. Add one or two open questions at the end, like "Anything else about buying used books?", to catch surprises you can explore later in interviews. And watch who answered: 40 replies from one hostel say less than 300 spread across years and courses.
The shortcut
Check every question with one idea, no lean, a way out:
- Does it ask exactly one thing?
- Does its wording lean toward an answer?
- Can everyone answer truthfully, including people it does not apply to?
The draft
"How satisfied were you with our fast and affordable book listings?"
The trap is using a survey to discover. If you don't yet know the reasons, your fixed options will only offer the reasons you guessed.
Drills
Answer fast — trust the rule.
"Was selling on ReShelf quick and profitable?" What is the main flaw?
Meera wants to know why buyers abandon a purchase, and she has no idea of the reasons yet. What should she run first?
A survey asking why students stopped using ReShelf is shown only inside the app. What is the problem?
A question asks how many used books you bought this term, with options 1–2, 3–5 and 6 or more. Which option is missing?
Remember
- Interviews find the why; surveys count how many.
- Check each question: one idea, no lean, a way out.
- Trap: surveying only current users, or surveying before you know what to ask.