Analyzing Answers: a CLOSER look into Internet Intrigue


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What happens now? Analytics.

Analyzing Answers: a CLOSER look into Internet Intrigue

In my opinion, the most interesting part of a survey, after the creation of it, is who you can convince to take it.  I posted the survey, Internet Intrigue: What are you using it for? on my personal Facebook page.  It was active seven days, and I posted a reference to it six times on that page. The survey did “snowball” with some encouragement. Several others shared it on their pages; we had some likes, and several other friends made comments. I set a goal of 150 completed surveys. I thought since I was using Facebook, and I have so many “friends,” that the responses would roll right in. Again, I was surprised by who shared the survey and who didn’t…it became a whole new experiment for me. Sometimes, strangers are more willing to help than your closest friends…it’s so interesting.  Close friends did help, though. I had one friend post, after my last-ditch effort to make the 150-mark, a comment that I loved, “Crap, it’s a SURVEY, not a quiz. If anyone thinks it has to do with learning they won’t touch it.”

After a week of obsessively viewing Qualtrics, and well, by the skin of my teeth, I made it. My self-imposed goal of 150 surveys was met; not all were completed, but at least people gave it a go.  132 surveys were completed. 151 surveys started. 87% of surveys started were completed.  Pretty darn good.  I would have liked 100%, but I’ll take it, and I APPRECIATE all the people that participated in the survey.  My original goal was 300!

So, before we get too deep into what the survey revealed…first, let’s just look at how the questions were answered.  The lowest response rate was on TEXT ENTRY. I told you I hated those kinds of questions.  People want easy, people!  Multiple-choice is the way to go.

Below you will find the response rates for each question:

(just keep scrolling if you are getting bored…it gets better)

Question Response Rates

    • Male or Female • 151 responses (100%) / EVERYONE ANSWERED THAT ONE!!
    • Age • 150 (99.34%)
    • What is your highest completed level of education? 148 • (98.01%)
    • Which type of devices do you own? 146 • (96.69%)
    • How often do you use the Internet? 146 • (96.69%)
    • In regards to Internet usage, rank the device you use most.  132 • (87.42%)
    • What do you use the Internet for? 142 • (94.04%)
    • Do you make purchases online using your credit card? 141 • (93.38%)
    • How often do you use the Internet to make purchases? 134• (88.74%)
    • In regards to security, how comfortable are you using the Internet. 137 • (90.73%)
    • What concerns do you have about Internet security? 137 • (90.73%)
    • Select the choice that best describes your Internet skills/knowledge? 136 • (90.07%)
    • What method would you use to learn more about the Internet? 137 • (90.73%)
    • What do you use social media for? 137 • (90.73%)
    • What social media sites do you use to view or post information?  136 • (90.07
    • What will the Internet be capable of in fifty years? 99 responses • (65.56%) • TOLD YA
    • Which logos do you recognize? 132 • (87.42

Total Responses 151 • Completion Mean 91%so that means most people completed about 91% of the survey.

This is the funniest part of the survey experience. Qualtrics lets you watch.  Although, the survey is ANONYMOUS, I could watch as surveys were being completed in real-time.  It was list form; that told me what question each respondent was on and what percent complete they were.  It was torture to watch people “currently responding”, stop responding at 94% complete.  I was screaming at the computer, like it was a horror film…just keep going, you are almost there, don’t stop, NO!!!, Don’t GO BACK…and then they were gone…dead to me!  I could click, and click the refresh button until my fingers were sore (and I did)…they just weren’t coming back.

The majority of my respondents were women, out of my 151, only 34 were male.  GIRL POWER is real!!  I was very pleased about my age demographic…I think overall I was well-represented by each age group, including those sought-after millennials. The majority of the respondents had bachelor’s degrees.

# Answer Response %
1 20-30 23 15%
2 31-40 47 31%
3 41-50 23 15%
4 51 – 60 24 16%
5 60 and older 33 22%
Total 150 100%
# Answer Response %
1 High School Diploma 31 21%
2 Associates Degree 32 22%
3 Bachelor’s Degree 58 39%
4 Master’s Degree or Higher 27 18%
Total 148 100%

Moving past demographics…the majority of respondents had three or more devices, with the fewest owning desktop computers. 91% of respondents owned a smartphone and used that device most frequently to connect to the internet.  Laptops were used secondarily, ranking higher than tablets and of course, desktop computers. 98%, or 143 respondents use the internet daily, primarily for social media. Coming in behind social media, in order, was email, education, bill pay, shopping and then lastly, entertainment. 96% of respondents said that they used credit cards for purchases on the internet, with the highest percentages using it two-to-three times a month. In my rank order of security, (social media/email/education/shopping/bill pay/entertainment) all groups were given a relatively close value …6.32 to 8.04, on a scale of 1 to 10. All of this is interesting, because based on the answers, my respondents are using their credit cards on the internet, several times a month. They rank pretty comfortably with internet security, but yet, 87% said that they have concerns about having credit card information stolen. Only 55% had concerns about having sites that they visit tracked, and 53% had concerns about sites tracking their location. I guess if you aren’t using the internet for evil…it doesn’t matter if people know where you are, track you activity and gather information…just don’t steal their money!!!

78%, or 106, of my respondents felt that, even though, there is always more to learn, they were well-equipped to manage the ends and outs of internet usage, with 7% or 10 people claiming genius-level internet skills. 70%, or 96 people, say that they will use the Internet, to learn more about the Internet, ranking well-over books, magazines, and classes.

As for what people are using social media for…89% or 122 respondents, say that they occasionally post and use social media to keep up with friends and family. Only ten people consider themselves to post constantly…I would chalk this up to ambiguous language…I should have defined constantly (political posts, quotes, and prayers count.)

My hot spot question was a hit or miss, literally…people either loved it or didn’t answer it. Google, Yahoo, Internet Explorer, eBay, Amazon, Facebook and YouTube all received over 100 clicks…but I only had 132 people answer this question. This was my second lowest answered question; second only to, you guessed it, TEXT ENTRY… I only had 99 people answer, or attempt to answer the question: What will the Internet be capable of in fifty years? I think I reached saturation on the answer: WHO KNOWS or ENDLESS POSSIBILITIES. I included this question, just for fun, thinking people would enjoy considering wild possibilities…wrong! I really don’t think people appreciate thought-provoking questions on surveys. Who has time for that??

I did have some GREAT answers: smell-a-vision, serving dinner, washing dishes, teleportation, mind reading, complete health scans, tracking and anticipating needs and wants, smart homes and appliances, and being able to keep track of refrigerator contents (hey, that would be pretty cool!) Some other answers: world domination; one person wrote, “finding us and tagging us for government use…at that point, I will not be using the computer. I hope it is not too late for me now.” Some people think that it will cease to exist, becoming obsolete. I think the BEST answer, really is/was, WHO KNOWS!

Whew!!! After all that, I’m tired. Now, I understand why some surveys have only one question. My 16-question survey yielded a lot of information, and it is just the tip of the iceberg. Qualtrics also allows for cross tabulation…so I could determine differences in opinion by age group, by gender and education…I could analyze myself to death…and it would be so much fun!

12 thoughts on “Analyzing Answers: a CLOSER look into Internet Intrigue

  1. Great post. I was checking continuously this weblog and I am inspired!
    Very helpful information specifically the closing part
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    for this particular information for a long time. Thanks and best of luck.

    Like

  2. Fantastic!!
    I am really impressed with your result , you did an amazing job!! It’s not easy to get so many people to finish a survey.
    I agree that Qualtric is really good, and the cross reference by using the filter to be able select result on the base of who answer which question it’s an amazing and important function.
    I really agree on your comments about open question in survey , unless they not really paid for or motivated it looks like people approach the survey obviously as something to make quick or as quickest as possible , they tend to answer without too much thoughts and indeed questions that push them to elaborate an answer are really hard to get.
    It’s interesting according to your post that most of the people use social media to stay connected so in terms of gratification and they tend to satisfy their personal relationship need and diversion need. This is really true in particular I would assume it applies on younger generation. You had 122 people confirming that, but you also have according to your post 33 people older then 60, it will be great to see what only those people answer about the same question. May be the answer is the same, I am 37 and I find more that my cognitive need is satisfied to( appling the gratification theory) when I use the social media I do to find information , study and improve my skills , but I am curios if older people would differ from those younger or not.
    By applying a filter you could basically select from qualtric only the ones of the age group you wish and compare the result with each age group , that’s Fun!!!

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    • Thank you research77! I appreciate your compliment. I have really enjoyed reading and looking over everyone’s results. I think we all did great jobs and uncovered some interesting things.

      I only played with cross tabulation, there was so much information in the initial report that I haven’t really analyzed it completely.

      I haven’t read any blogs or reading reactions yet that have said they like open answer or text entry… or had good results with them for that matter. I know that the type of question offers greater insight…but how, really, if no one wants to answer them. (unless you pay them like you mentioned)

      I will definitely go back and play with filters…thanks for the tip!

      Thank you for your comments. It helps to know someone is reading your blog…even if you know it’s for a grade.

      Like

  3. Hey Leia,

    You really had fun with your survey more fun than I think our entire class combined. Kudos to you for having that much fun. Your subject matter indeed has the potential to be analyzed to death – one can uncover so much information with regards to what people do on the internet and how they get to the internet.

    One question I believed that would have been interesting for your survey was which technology does the respondent/s use to get their internet, could it be broadband or DSL? I think from that question one can determine how much a respondent is willing to spend to get onto the internet.

    From all my survey analysis readings it is very interesting to see that more women than men take the time to go through and complete a survey. Maybe a survey needs to be done on why men do not like to participate in surveys?
    It’s pretty cool that Qualtrics lets you monitor a survey as it is being done. Survey Monkey does not have that functionality I wish it did because it would have been interesting to observe how fast my respondents were going through my survey.

    Good job on your survey, I am glad you enjoyed every moment of it.

    Thanks

    Like

    • Hi Mark!
      I did have fun…I don’t know what that says about me.

      I agree about your suggested question….my husband and I were going over expenses (we are trying to transition from a two-income family to one-income) and we cut back on everything expect the Internet. It’s our lifeline to the outside world…and there is nothing worse than a slow lifeline.

      I also find it interesting about how many surveys have shown women leading in demographics. I’ve seen one survey, though, by Audrey Latimer, that had more male respondents than female.

      Qualtrics is pretty cool. The service not only lets you watch in real-time, but gives you a report on how long each respondent took to take the survey, as well as a breakdown of how long they spent on each question. Qualtrics announced recently that they are now a $1-billion business. They are being aggressive with growth and innovation…check out http://www.businessinsider.com for more information…it is really cool.

      Thanks again for reading my blog. I hope YOU enjoyed it.

      Like

  4. I cannot begin to tell you how impressed I am that you received 150 responses in just a weeks time. That is incredible, especially compared to the embarrassing 22 responses my survey yielded. It also seems that Qualtrics provided a much more extensive analysis and design capabilities than SurveyMonkey, which is what I had used for my survey. It’s funny how you pointed out that it seems as though strangers are more willing to help you sometimes on social media than close friends because I would tend to agree. Why? I haven’t got the slightest clue. Maybe that could be grounds for another survey! I really enjoyed learning about the responses to your text entry. Smell-o-vision, that would be awesome!

    Like

    • Thank you Danielle! Thank you for responding. The only reason I didn’t use SurveyMonkey was because of past experience. Years ago, I was asked to participate in a few surveys using that service and they were badly done and had lots of issue. I was really impressed with the surveys I took this time. SurveyMonkey also limits response on free versions to 100. Qualtrics caps responses at 350 for free accounts. Anyway, it just shows that a bad experience 8 years ago still guides decisions today. I would try it now after experiencing your survey. This experience was fun and I learned a lot…more about people, I think, than social media.

      Like

  5. Thank you for commenting. I am a little OCD (okay a lot OCD), so I have to set limits, or I would never have stopped harassing my Facebook friends. I looked up your question on standard research methods and couldn’t come up with a clear answer. Dr. Cain mentioned in our discussion group that there are some statistical reference books. He specifically mentioned, Statistics in Plain English, third edition and SPSS Survival Manual; both can be found on Amazon. I did find an interesting article here, http://sru.soc.surrey.ac.uk/SRU43.html; it talks about common errors that create bias. I would think, that since mathematics and statistics play such an enormous role in survey analysis that there would be standard practices. I, for one, feel grateful that Qualtrics provided such detailed results. I am not a “math person,” so I would struggle with accuracy (beyond min/max/mean.) I am very curious though, in lecture, Dr. Mahone said to be careful of just quoting percentages (not an exact quote) but I keep going back to it. What does a thorough analysis consist of, other than just saying 98 percent this and 22 percent that???

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  6. Hi Leia –

    I found it very impressive that you were able to get 150 results. I thought I did great with getting 74, but I also liked that you actually set a goal, which I did not. I believe that the question you got the low response rate on wasn’t completely due to the fact that it was a free text question. I bet it also was related to the fact that the respondents had to think and try to recall how much has happened in the last 50 years to make an educated response. Most people don’t want to put that type of effort into a survey. I really appreciate you elaborating on the emotional aspect of survey creation and analysis. I was the same way, always checking how many results I received back. I wonder if this is partly due to being from Generation Y and wanting instant gratification? It also sounds like you have some witty friends, which adds in some fun while analyzing large amounts of data. I agree that it seemed overwhelming the amount of ways to analyze the survey data. Is there a standard research method for tackling survey results? Nice analysis!

    Like

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