So What: Survey Questions that Get Good Answers

Margot Wallace, Columbia College Chicago, USA

Questionnaires should accomplish two missions: get information and be actionable. Too many questionnaires get lots of answers, but nothing that helps make a decision. As for helping museums identify problems or discover insights, many times all they elicit from the person who authorized the expenditure is the dreaded “So What?” A well-written survey gets answers you can act on. Survey questionnaires are popular for museums using the web because they’re relatively inexpensive. Although low-cost questionnaires don’t provide the highest value nuances, insights can be gleaned from questions that are carefully conceived and smartly-written. That’s the expensive part, and that’s what this workshop addresses.

Some of the source material for this workshop is drawn from

Brown, T., Suter, T., MR, Instructor Edition, pp 116-123, South-Western, Cengage Learning, 2014

DeVault, G., “Social Media Market Research Versus Surveys Research:

"Choose Market Research Tools Based on Best Fit, Not on Popularity,” Marketing [accessed 2-24-14]

DiStaso, M.W., Bortree, D. S., Eds, Ethical Practice of Social Media in Public Relations, London: Routledge, 2014 [accessed 2-24-14]