Lieutenant General, USAF
Senior Official, NASA
[From an end-of-survey typewritten comment]
Active-duty Officer, USAF
- Dr. Steve Everett is the founder and principal of The Everett Group.Read More..
- Lori Everett directs operations for the Everett Group and handles all human resources matters for the firm.Read More..
- Dr. Julie Andsager, Senior Associate, is a leading scholar in the mass communication field.Read More..
- Rob Daves, our Director of National Studies, is a nationally renowned opinion researcher and pollster based in Minnesota.Read More..
- Laura Mehegan, Senior Data Analyst, is our dataset specialist and codes open-ended responses.Read More..
- Dr. H. Allen White, Senior Associate, is an experienced researcher, university professor and former naval officer.Read More..
Ideally suited for “wired populations,” such as military members and college students. The jury’s still out on how well researchers can measure the general public via web survey. This data collection technique is fast, inexpensive and convenient for computer-savvy respondents — and the Everett Group has designed, hosted and conducted more than 100 different web surveys for our clients.
Until everyone has easy, comfortable access to the Internet, we’ll still be conducting some of our surveys via telephone. The technique is fairly fast and familiar for respondents. Literacy is not required for participation. Though most in US have phones, some households are tough to reach. Increasing use of cell phones calls for use of “dual-frame” samples (calling both landline and cell-only people). Though this drives up the cost for phone surveys, it’s essential for gathering valid, reliable data.
We often start a new survey project by conducting a series of focus groups with our study population, so we can get a feel for what the eventual survey respondents think, feel and do — and how they talk about it. These brainstorming sessions help us design the most effective questionnaires possible. Importantly, though, focus groups do not provide statistical data. They yield in-depth understanding of study subjects (answering “Why?,” not “What?”). Focus groups are NO substitute for survey research.
This is perhaps the most high-tech research we’ve done to date, using an “eyetracking” device to record where people look on a computer screen and for how long. We’ve employed this tool in two major redesign projects for U.S. Air Force web sites (including the “Air Force Portal,” the electronic gateway most Airmen use every day). It’s a powerful way to understand how people engage with visual content, without having to ask them about it.
If we need to know a lot about a very few people, in-depth interviews are the way to go. They’re especially useful when combined with surveys, in that we can identify “disconnects” between senior leaders’ perceptions and those of the rank and file beneath them. They take a lot of time to execute, though, and results from in-depth interviews still constitute anecdotal data, at the end of the day — not scientific findings.