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Full Description
The survey process is a highly complex and situationally dependent one, in need of careful management. If poorly designed and administered, surveys can create disappointment and even disaster. Little has. been written so far for those responsible for designing and implementing surveys in organizations. These authors have drawn on their extensive consulting experience to develop a concise, pragmatic, seven-step model covering the entire process, from initiation, to final evaluation, to making the results meaningful to the future of the organization. They pay special attention to the political and human sensitivities concerned and show how to overcome the many potential barriers to a successful outcome.
Contents
Tables, Figures, and Exhibits xiii
Foreword xvii
Allen I. Kraut
Acknowledgments xxi
The Authors xxv
Introduction 1
What is a Survey? 4
A Brief History of Surveys 8
Contemporary Use of Surveys 10
Surveys in Contemporary Organizational Life 12
The Seven Steps to Effective Organizational Surveys 17
1. Step One: Pooling Resources 27
Setting Clear Strategic Objectives 31
Obtaining Commitment 38
Overcoming Resistance and Apathy 42
Maintaining Confidentiality 43
Deciding What Information to Collect 45
Balancing Priorities 46
Checklist for Step One 49
2. Step Two: Developing a World-Class Survey 51
Using a Survey Design Team 53
Gathering Preliminary Information 55
Identifying Key Issues 56
Discussing Your Findings 58
Drafting the Initial Survey Document 60
Piloting the Survey 84
Checklist for Step Two 87
3. Step Three: Communicating Objectives 89
The CPR Model of Organizational Communication 91
First Contact with Employees 96
Communicating the Survey 100
Sample Survey Introduction 106
Guidelines for Communicating to Employees 107
Recognizing Informal Systems 109
Checklist for Step Three 111
4. Step Four: Administering the Survey 113
Timing of Administration 114
Working with the Project Plan 116
Sample Versus Census 120
Methods of Administration and Data Collection 122
Paper Versus Electronic Methods: A Comparison 137
Response Rates 143
Learning While Doing 146
Checklist for Step Four 147
5. Step Five: Interpreting Results 149
The Role of Statistics 150
The Importance of Timing 154
Data Entry 159
Data Preparation 162
Item-Level Analysis 172
Conceptual-Level Analysis 178
Comparative Analysis 186
Content Analysis of Write-In Comments 193
Checklist for Step Five 199
6. Step Six: Delivering the Findings 201
Understanding the Roll-Out Process 203
Preparing the Survey Report 207
Balancing Expectations and Reality 225
Checklist for Step Six 227
7. Step Seven: Learning into Action 229
Using Surveys to Create Lasting Change 232
Barriers to the Transfer of Ownership 233
A Commitment to Action 239
Four Approaches to Survey Action Planning 241
Five Critical Factors That Determine the Success of Survey Action Planning 258
The Action Planning Process 259
Linking Survey Results to Other Measures of Performance 267
Building Systems for Evaluating Success 271
The Evolving Role of the Survey Practitioner 272
Checklist for Step Seven 276
References 279
Index 287
