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Title
Preface
Acknowledgements
1.0 Introduction
1.1 Various data collection methods
1.2 Purposes of conducting surveys in organizations
1.3 Surveys conducted with a population or a sample
1.4 Sampling methods
1.5 Chapter activity: How does your organization use surveys?
2.0 Introduction
2.1 Survey anatomy
2.2 Survey items capturing facts or measuring perceived quality/value
2.3 Survey items measuring constructs
2.4 Survey items with different levels of measurement scales
2.5 Chapter activity: What do they measure, facts or perceived quality/value?
3.0 Introduction
3.1 Discrete vs. continuous rating scales
3.2 Numerical rating scales
3.3 Verbal descriptor scales including the Likert scale
3.4 Graphic rating scales and Web-based sliders
3.5 Chapter activity: When to use and not to use specific rating scales?
4.0 Introduction
4.1 Survey questions or statements written in positive or negative wording
4.2 Rating scales with or without a midpoint
4.3 Ascending vs. descending order of response options
4.4 Chapter activity: How would you revise the current survey questionnaire?
5.0 Introduction
5.1 Purpose of the survey and knowledge to be gained from the survey
5.2 Sample surveys used during evaluation
5.3 Sample surveys used during performance analysis
5.4 Sample surveys used during instructional design
5.5 Chapter activity: How would you design your own survey questionnaire?
6.0 Introduction
6.1 Paper-based survey questionnaires
6.2 Online surveys with Google Forms
6.3 Online surveys with Qualtrics
6.4 Online surveys with SurveyMonkey
6.5 Chapter activity: How do different online survey systems work?
7.0 Introduction
7.1 Data Screening
7.2 Chapter activity: How would you do your data screening?
7.3 Visualizing data and results
7.4 Chapter activity: How would you visually present the data?
Appendix A
About the Author
Feedback and Suggestions
For more practice with data analysis, refer to Appendix A. Correlation and Group Comparison.
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Survey Design and Data Analysis Copyright © 2025 by Seung Youn (Yonnie) Chyung, Ed.D. is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License, except where otherwise noted.