The Value of Qualtrics Surveys: Conducting Primary Research for OG&E.

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“Applied research deals with practical problems faced by organizations and guides effective resolution of such problems.” Smith (2021), 473

Sample Size

Necessary to applied research is sampling the population.

A sample size is “a subset of a population that reflects and represents the larger body, used as the basis of study” (Smith, 476). The ideal random sample size in polling according to Gallup is 1000 respondents. However, surveys with less respondents can still have valuable data. With small samples there is a higher margin of error, although these surveys can still be useful in making inferences about the data.

This methods video from Pew Research explains the idea and benefits of random sampling.

The above video talks about how gathering data representative of the whole nation can be done with random sampling methodology. The survey Seed Sower Strategies is launching to learn more about craft careers aims to be a representative sample of Oklahoma. Our goal is to have 100 respondents, which will give us a basis to make assumptions about the data.

Qualtrics & Quantitative Data

Utilizing a Qualtrics survey is a useful way to gather quantitative research to determine trends in data and develop common themes. Qualtrics provides a platform to develop survey questions. In order to gather more primary research on OG&E, our PR Firm utilized three themes in identifying knowledge, behaviors and attitudes. These themes will help to develop current awareness of the brand, which channels to utilize for message strategy and shape perception of the brand.

Qualtrics also has features to help you analyze data. These features include the ability to weight data. Weighting aids in “obtain[ing] estimates of population parameters of interest” (Lavallée, P. & Beaumont, J.-F., 2015). Small sample sizes can cause unreliable data, especially if certain demographic groups are overrepresented. When respondents are not reflected of the population, in this case, Oklahoma, then it is necessary to weight the data. Qualtrics has an easy function to utilize this tool.

Qualtrics also presents the ability to cross-tabulate data. This feature allows more than one data set to be analyzed together. This can help to understand if certain demographic groups hold certain opinions. For example, you can compare if respondents who are women (variable one) over the age of 50 (variable two) believe graduating high school students should seek higher education opportunities (variable three). This tool also helps to understand trends in the data, creating valuable and actionable insights (Cleave, 2019).

More on Data

Additionally, comparing applied research to secondary research will help to compare public perception to previous data from secondary resource surveys. For example, a secondary survey from the U.S. Energy Information Administration has data that suggests, “Oklahoma ranked third in the nation in electricity generation from wind in 2020.” This information could be useful if the survey conclusions suggest that respondents favor wind generated electricity.

All data gathered from primary research will help determine the “Big Idea” of our campaign!

References

Cleave, P. (2022, January 31). Better analyse your survey results through cross tabulation. SmartSurvey. Retrieved February 15, 2022, from https://www.smartsurvey.co.uk/blog/better-analyse-your-survey-results-through-cross-tabulation

Gallup. (2022, February 1). How does the Gallup U.S. poll work? Gallup.com. Retrieved February 15, 2022, from https://www.gallup.com/224855/gallup-poll-work.aspx x

How to use cross-tabulation analysis on your survey results. Qualtrics. (2022, February 12). Retrieved February 15, 2022, from https://www.qualtrics.com/experience-management/research/cross-tabulation/

Lavallée, P. & Beaumont, J.-F. (2015), Why We Should Put Some Weight on Weights. Survey Insights: Methods from the Field, Weighting: Practical Issues and ‘How to’ Approach, Invited article, Retrieved fromhttps://surveyinsights.org/?p=6255

Smith, R.D. (2021). Strategic planning for public relations (6th Ed.). Routledge.

U.S. Energy Information Administration – EIA – independent statistics and analysis. United States – U.S. Energy Information Administration (EIA). (n.d.). Retrieved February 15, 2022, from https://www.eia.gov/state/analysis.php?sid=OK%EF%BB%BF

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