Read the text below and answer the two questions that follow it.

Tips for Creating Great Qualitative Surveys

Susan Farrell

Sooner or later, most UX professionals will need to conduct a survey. Survey science from the quantitative side can be intimidating because it's a specialized realm full of statistics, random selection, and scary stories of people going wrong with confidence. Don't be afraid of doing qualitative surveys, though. Sure, it's important to learn from survey experts, but you don't have to be a survey specialist to get actionable data. You do have to find and fix the bugs in your questions first, however.

Tips for Qualitative Surveys

l. What do you want to report about? What kind of graphs and tables will you want to deliver?

II. Many solid survey platforms exist, and they can save you lots of time and money.

III. Follow this tip to prevent people from skipping questions or giving fake answers. People get angry when asked questions they can't answer honestly, and it skews your data if they try to do it anyway.

IV. Extra questions reduce your response rate. People are much more likely to participate in one-question surveys. The more open-ended questions and complex ranking you ask people to do, the more you'll lose respondents.

V. Use lots of graphs, charts, and tables, with an executive suminary of key takeaways,

VI. Test your survey. [...]

VII. Take your data with a pinch of salt.

Unlike for quantitative surveys, qualitative survey metrics are rarely representative for the whole target audience; instead, they represent the opinions of the respondents. You can still present descriptive statistics (such as how many people selected a specific response to a multiple-choice question) to summarize the results of the survey, but, unless you use sound statistics tools, you cannot say whether these results are the result of noise or sample selection, as opposed to truly reflecting the attitudes of your whole user population.

(Abridged and adapted from <https://www.nngroup.com/articles/qualitative-surveys/>)

The tips below have been removed from the text. Number them to indicate the order they must appear to complete the text correctly. Then mark the option that contains the right sequence.

( ) Provide responses such as “Not applicable” and “Don't use”.

( ) Decide up front what the survey learning goals are.

( ) Show, don't tell,

( ) Keep it short.

( ) Don't make your own tool for surveys if you can avoid it.