Chapter 2Defining Survey Goals

Before you can design the survey, it’s important to ask, “Why survey at all?” Organizations conduct surveys to discover answers to certain questions, but perhaps there are other ways to get the information your organization needs. Surveys are best for asking questions to which you genuinely don’t know the answer. So before you go through the trouble of doing a survey, ask yourself if anyone else in the organization possibly has the answers to the questions already.

You’ll be tempted to begin a survey by writing the questions. This approach is a mistake and will set you back. If you begin by writing the questions, you’ll lose focus on what’s important.

Unless the goal of the survey is to gather general baseline information ...

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