Deepen Your Understanding of Customers
mrInterview™
Your customers are speaking. Are you listening? Do you continually try to learn about their likes and dislikes, and integrate this information with data about their behavior? And can you efficiently deliver this information to your automated systems and to decision makers?
If you’d like to gain more value from customer interactions, and improve your strategic planning
and responsiveness to change, you’ll find that the Dimensions™ suite from SPSS Inc. helps you
achieve this. The Dimensions suite is an integrated set of products for survey research. Choose the
Dimensions application that meets your immediate needs, and add complementary capabilities
as your needs evolve.
If you conduct Web or telephone-based surveys (or would like to), turn to mrInterview. mrInterview
is the Dimensions suite’s complete data collection software solution. With mrInterview, you can
develop surveys and field them online or over the phone. Using a browser-based interface or
through a desktop environment, you can build and administer surveys or forms of any length and
degree of complexity. Then, monitor results in real time and, once your survey is complete, analyze
and share the final results with in-house or external clients in the format and medium of your choice.
More insightful decision making
With mrInterview, you can collect feedback from virtually anyone—customers, employees, students,
suppliers, partners, or citizens—to gain insights into their attitudes and behavior. With these
improved insights, your organization or your clients can cross-sell products and services more
effectively, increase employee retention, improve curriculum planning, and more. For example:
n A global marketing organization wanted to improve its brand preference research. Using
mrInterview, it replaced in-person sessions with online surveys. Not only were the online
surveys easier and far less costly to administer, but they also delivered better information.
This helped the company more precisely evaluate each brand’s position relative to its competitors,
and develop strategies to increase market share.
n An international manufacturer wanted to gain market share by improving the competitiveness of
its products. Using mrInterview, the company’s in-house staff was able to carry out faster, more
focused research on customer attitudes and preferences throughout the product development
cycle. This resulted in market-driven new products and increased sales.
You can include simple or sophisticated routing information
in your mrInterview survey. If you’re working with a more
complex survey construction, choose your preferred
scripting method: use prewritten snippets of code that
you incorporate into the survey, the new Dimensions
Scripting language, or the more conventional Quancept™
scripting language.
Revolutionary scripting language
At the core of mrInterview is an entirely new scripting
language, Dimensions Scripting. This new language
supports the functionality available in previous versions
and opens many opportunities to improve the survey
experience for your respondents. Dimensions Scripting
gives you an unprecedented level of control over hundreds
of survey presentation features, from page and question
design to question templates and progress bars. You can
even create survey scripts using any language (Western
or non-Western).
Powerful tools for desktop survey building
You can extend the base functionality of mrInterview by
using the many script snippets that are included with the
software. For even more functionality, you can purchase
additional script snippets from SPSS directly, from third-party
consultants—or build your own using mrStudio™.
mrStudio now has an option that gives you a new way of
building and testing surveys. You can build, edit, preview,
and test surveys on your desktop—no need to send them
to a Web server first. You’ll develop survey scripts faster,
and be able to preview the look of individual questions
or entire surveys in a pop-up browser window. You can
now test your survey as a respondent would by completing
the survey yourself, or automatically generating test data
to evaluate the survey against any combination of
n To comply with national quality legislation, a hospital
used mrInterview to assess quality of care and gather
patient feedback. Administrators gained a clearer
understanding of patient attitudes and perceptions,
and were immediately able to apply findings to improve
patient care services.
Customer research: central to your success
Like all Dimensions products, mrInterview is built upon an
open architecture that works with your existing infrastructure
and software applications. mrInterview enables you to:
n Efficiently create surveys or forms that can be completed
over the Web or by phone
n Centralize telephone and Web-based surveys in a single
data source, making it faster and easier to analyze data
n Tabulate results and create graphs showing patterns and
trends, and make this information available in a variety
of formats online
n Incorporate survey results in predictive models and in
automated systems such as Web site recommendation
engines or call center scripts
You don’t need a team of experts to obtain expert results.
mrInterview makes it easy for novices to create and field
surveys with a professional look and feel, and for
experts to create sophisticated, complex surveys quickly
and efficiently.
Flexible questionnaire design through a Web-based
environment
mrInterview enables your organization to create
questionnaires from a point-and-click interface within a
Web browser. You can incorporate many different types
of questions—write your own or draw from a library and
include graphics, images, video, and sound files. Create
vibrant and engaging surveys that people will want to
complete. Customize your surveys using HTML editing
tools you may already own, such as Macromedia®
Dreamweaver®. Then allow colleagues, supervisors, and
clients to efficiently review and approve your survey.
responses. You can even use a visual representation of
the questions being asked to determine whether sections
or individual questions may be skipped or missed due to
inaccurate routing.
Flexibility of multilingual research
Using mrTranslate™ with mrInterview enables you to easily
conduct multilingual research. You can create questions
and instructions in virtually any language, including Asian
languages and those that read from right to left. You save
time and processing costs by anchoring each translation
in a central template, while reaching more respondents
by providing surveys in their native language. mrTranslate
centrally collects results from each language version and
makes them immediately available for analysis.
Built-in security
With mrInterview, you can set permissions for a variety of
users from the same interface used to create and manage
surveys. Permissions range from full access for survey
creators to view-only access of results for clients.
You can also password-protect your online surveys. This
guards the privacy of survey respondents. It also means
someone can stop taking a survey and complete it later—
a convenience that generally leads to higher completion rates.
Some surveys may be available to anyone who has access
to the Web. To manage costs and ensure that you reach a
representative sample of your market, use mrInterview to
control the types of people who participate. Once your
goals have been met, the survey is closed.
Other surveys may require the management of more complex
sample scenarios. With mrInterview, select the sample
you desire, based on any number of criteria stored in your
databases. mrInterview monitors the various quotas
automatically. You can even generate e-mails inviting
respondents to participate in your survey (and thanking
them, once they do).
Analytical power at your fingertips
To take advantage of the dynamic qualities of online survey
research, use mrInterview to monitor results while your
survey is still being conducted. Generate topline reports
and make changes to the survey to improve its effectiveness
without interrupting the fielding process.
Results can be accessed not only from within mrInterview
but also from within Dimensions’ tabulation application,
mrTables™. With the proper permissions, your staff can
access and tabulate data over the Web and create charts
using mrTables. Then, for greater usability, you can, with
the click of a mouse, publish results in Microsoft® Word,
Excel™, or PowerPoint®. You can even automate report
generation using the complementary application in mrStudio.
You can also extract data from mrInterview and perform
analyses on your desktop computer. There, you can work
with the analytical software of your choice, including
SPSS, Quantum™, Quanvert™, and SPSS’ data mining
workbench, Clementine®.
Scalable and customizable
mrInterview can be installed on a single server or on multiple
servers, in virtually any network configuration. When
installed on multiple servers, mrInterview automatically
manages functions such as load balancing. And if, for
some reason, one server stops in the course of an interview,
others automatically take over without the survey participant
even realizing it. If you need to conduct particularly large
surveys, SPSS offers several ways to meet your needs,
including simply installing mrInterview on additional servers.
From the outset, mrInterview was designed so that it could
be customized to suit each customer’s business objectives
and integrated with existing information technologies.
SPSS Inc. consultants can help you further tailor mrInterview
to exactly meet your needs. If you wish, we can manage the
entire process, from creating a compelling questionnaire to
delivering the results.
n For conducting your survey:
– Meet privacy requirements by employing user
passwords and other built-in security capabilities
– Monitor response data in real time through a
Web browser
n For analyzing and reporting on your data:
– View interim and final reports on survey data,
including frequency and crosstab statistics, summary
tables, lists of verbatim responses, and percentages,
in real time through a Web browser
– Enable immediate analysis of response data
– Store data from multiple language versions in a single
data source
– Store data from Web and telephone surveys in a
single data source
– Analyze verbatim responses, using Verbastat™, SPSS
Text Analysis for Surveys™, or LexiQuest™
– Analyze results using mrTables, or export data to
SPSS Base, Clementine, or third-party applications
for additional analysis, modeling, and graphing
– Control exactly the types of variables to export
n For administration:
– Install on a single server, or on multiple servers
for improved performance, failover protection,
and scalability
– Centralize control of permissions for application
features and projects
Features
With mrInterview, you can easily set up and run projects,
moving smoothly from authoring to activation and testing,
and then to the analysis and exporting of data. Highlights
of mrInterview features are below. Visit www.spss.com for
a more complete list.
n For authoring:
– Use a Web-based authoring tool with an easy-to-use,
graphical interface
– Create surveys using a unified, modern, powerful
scripting language
– Include several types of questions and allow single
or multiple responses, plus numeric, grid, or text
responses
– Use predefined questions from an extensive library
of questions and responses
– Define repeatedly used responses more efficiently by
using shared lists
– Customize your survey’s appearance using familiar
HTML editing software programs
– Rotate or randomize the presentation of questions
and response lists to minimize bias
– Define simple or complex routing as required
n For preparing your project for interviewing:
– Obtain internal survey approval by providing secure
access to your survey through a Web browser or by
saving it as a Word document
– Load sample records into the sample database
– Edit sample management scripts and set quotas
To learn more, please visit www.spss.com. For SPSS office locations and telephone numbers, go to www.spss.com/worldwide.
SPSS is a registered trademark and the other SPSS products named are trademarks of SPSS Inc. All other names are trademarks of their respective owners. © 2005 SPSS Inc. All rights reserved. MRI3INS-0405