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MODULE 3.1

Interacting with your customers

and planning your research

Introduction:

In this topic you will look at how to interact with your customers, what is
customer research, the di erent types of research and the planning
process. This topic will help you organise and plan the research for your
second assessment and develop your communication and interpersonal
skills, which are crucial for your future career.

Essential Resources:

4 hours

Peppers, D., & Rogers M. (2016). Managing customer

relationships: A strategic framework (3d ed.). Hoboken, NJ:
Wiley. Retrieved from https://ebookcentral-proquest-
com.ezproxy.laureate.net.au/lib/think/reader.action?
docID=4729311&ppg=5
Please read Chapter 7- Interacting with Customers: Customer
Collaboration Strategy, pages 217-252. This chapter discusses the
process of how to interact with your customers being the second ‘I’ of
the IDIC model. This will help you understand how to interact with an
organisation’s customers prior to creating an online survey for your
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assessment 2 due in module 4.1 (week 7). This reading will prepare
you to engage with the content covered in the facilitated session, and
help you expand your knowledge on the topic.

Allen, J., & Chudley, J. (2012). Smashing UK design:

Foundations for designing online user experiences.
Hoboken, NJ: John Wiley. Retrieved from
https://lesa.on.worldcat.org/oclc/793165365
Please read Chapter 9- Designing, Launching and Analyzing a
Successful Survey, pages 129-142. This chapter expands upon the
topics covered in the facilitated session on designing and launching a
successful survey, including the advantages and disadvantages of
di erent question types, which will help you with designing your
questions for assessment 2.

SurveyMonkey. (2013, August 28). SurveyDesign Tutorial

Part 1: Choosing a Survey Goal [Video le]. Retrieved from
https://www.youtube.com/watch?v=cmc9wJue8Qg
This short YouTube video discusses how to write goals for surveys,
which is an essential step prior to writing your survey. Have you
created your goal for your survey for assessment 2? This resource will
help you with this task.

Mereu, S. (2018, May 14). How to Build Robust User

Personas in Under a Month [Webinar]. Retrieved from
https://conversionxl.com/blog/user-personas/
Visit this blog and scroll down to access the webinar. This webinar
looks at how to use personas in 2018, which we will also cover in the
next module. It reviews the basics of collecting qualitative and
quantitative data, which will help to put your research planning and
data collecting into perspective for assessment 2. You may want to

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revisit this webinar in the next module as well. Please note question
time commences around 30 minutes into the webinar and the rst
question relates to collecting data! Enjoy.

Kuniavsky, M., Goodman, E., & Moed, A. (2012). Observing

the user experience: A practitioner’s Guide to user research
(2nd ed.). Waltham, MA: Morgan Kaufmann. Retrieved from
http://search.ebscohost.com.ezproxy.laureate.net.au/login.aspx?
direct=true&db=nlebk&AN=472263&site=ehost-
live&ebv=EB&ppid=pp_Cover
Please read Chapter 12- Surveys, pages 327-384. This chapter delves
into ‘how to eld a survey in detail’ covering setting goals, the
schedule, writing the survey, questions, testing the survey; all of which
will help you plan your survey for assessment 2. This reading
continues to explore the topic from the facilitated session and helps
you in your preparation for your upcoming assessment submission.

Clarabridge. (n.d.). The Ultimate Guide to Survey Success.

Retrieved from http://go.clarabridge.com/rs/884-BCR-

410/images/Clarabridge_Ultimate_Guide_to_Survey_Success.pdf
This guide covers 5 steps that Clarabridge recommend for
organisations to follow when creating new surveys or simply looking
to drive better results. The guide looks at creating new surveys to
meet business goals, including increasing revenue and decreasing
attrition. The ve steps examine creation, promotion, analysis, action
and measurement. This guide will help you achieve a successful
survey for assessment 2.

Olson, C. (2013, October 6). Create a free online survey using

Survey Monkey [Video le]. Retrieved from

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https://www.youtube.com/watch?v=1LDdrFk-0Bk
This 6-minute video explains how to create a free online survey using
Survey Monkey, which you may want to use for assessment 2.
Discussion forum 3.2 has other online survey options for you to
browse prior to making your decision as to which survey platform you
prefer to use for assessment 2.

Module 3.1 facilitated presentation

Please review this presentation from the facilitated session
for an overview of topic 3.1

Optional Resources:

Kuniavsky, M., Goodman, E., & Moed, A. (2012). Observing

the user experience: A practitioner’s Guide to user research
(2nd ed.). Waltham, MA: Morgan Kaufmann. Retrieved from
http://search.ebscohost.com.ezproxy.laureate.net.au/login.aspx?
direct=true&db=nlebk&AN=472263&site=ehost-
live&ebv=EB&ppid=pp_Cover
Chapter 4- Research Planning, pages 47-72, discusses research
planning in detail and supports the research plan covered in class –
goals, schedule and budget, which will help you when designing your
goals for assessment 2.

Learning Activity:

Survey Review

This activity will allow you to explore your understanding of

the development of a survey in the online environment; it will help

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you to complete assessment 2.

Using the links below, review the characteristics of two of the online
survey generators below; what are the features and bene ts of these?
Take into consideration the variety of questions and response types
available, data analysis capabilities and the ability to skip questions
and insert images.

KWIK SURVEYS available at https://kwiksurveys.com

QUICK SURVEYS available at https://www.quicksurveys.com

SURVEY NUTS available at https://surveynuts.com/

eSURVEY CREATOR available at https://www.surveyhero.com/

SURVEY MONKEY available at https://www.surveymonkey.com

Google Forms available at

https://www.google.com.au/forms/about/

After completing the review, go to the discussion forum for this

activity in Blackboard and share your answers to the following
questions (maximum 200 words):

a. What are their features and bene ts?

b. What are their negative aspects?

Browse through your peers’ posts and comment on at least two,

brie y noting whether you agree with their input and why.
This activity is due by 11:55 pm AEST/AEDT Sunday of module 3.1
(week 5).

To participate in the Discussion Forum, click here to scroll to the

bottom of this page then click on the "Module 3 - Discussion
Forum" link.

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