Survey Structure What is Survey? Here are some definitions of Survey:  Erika Hall, co-founder of Mule Design, describes surveys as “the most dangerous research method.”  A survey is a set of questions you use to collect data from your target audience.  In the words of survey expert Caroline Jarrett, a survey is: “A process of asking questions that are answered by a sample of a defined group of people to get numbers that you can use to make decisions.” Benefit of Survey Survey helps researchers to:  Find out why users visit a website or download an app  Collect quantitative data to validate the results of other studies  Provide feedback on new features or versions of a product  Collect quantitative data about the quality of a product  Measure user satisfaction. Data Collection in Survey There are three ways to collect data in Survey: 1. Qualitative 2. Quantitative 3. Mixed Advantages of Survey Using survey for user research has some advantages: 1. They are inexpensive. 2. They are scalable. 3. They are usually less susceptible to the Hawthorne effect 4. They provide statistically 5. They give your team confidence Disadvantages of Survey Using survey for user research has some disadvantages: The biggest downside to surveys is how easy they are to run. As Erika Hall explains: “It is too easy to run a survey. That is why surveys are so dangerous. They are so easy to create and so easy to distribute, and the results are so easy to tally. And our poor human brains are such that information that is easier for us to process and comprehend feels truer. This is our cognitive bias. This ease makes survey results feel true and valid, no matter how false and misleading. And that ease is hard to argue with. It’s much harder to write a good survey than to conduct good qualitative user research. Given a decently representative research participant, you could sit down, shut up, turn on the recorder, and get good data just by letting them talk. … But if you write bad survey questions, you get bad data at scale with no chance of recovery.”