At a Glance
When contributors answer survey questions out loud, they provide a fuller—more qualitative—sense of the thinking behind their answers. Here we discuss what qualitative sampling of a survey means and cover circumstances for when using this survey approach works best.
What is a qualitative sampling of an online survey?
A survey is a series of questions answered by the target audience. Responses are open-ended or multiple choice, and typically about behavior, preferences, attitudes, and experiences on a topic or area of interest. To make a claim about a user group, the sample size must be large enough to capture statistically significant results.
The data you get back from a survey is typically just the answers, not a contributor’s thought process as they answer the questions. A qualitative sampling of a survey is when you have a portion of your total respondents record themselves thinking out loud as they complete an online survey.
Why is a qualitative sampling of an online survey helpful?
Surveys are great quantitative tools and can be used to measure user engagement, perception, preference, and market needs. Recording a portion of an online survey sample through the UserTesting Platform provides richer data around people’s thoughts, feelings, and behaviors as they answer questions.
When should a qualitative sampling of an online survey be conducted?
A qualitative sampling of an online survey can be conducted at any time during the life cycle of a product. However, it is typically done...
- Before development, as a way to gather requirements.
- During design, so as to gather contributor thoughts and feedback.
- After the site or product has been launched, in order to gather feedback on how, when, and why people use it.
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