The IABC Handbook of Organizational Communication: A Guide to Internal Communication, Public Relations, Marketing, and Leadership

Step 4: Analyze the Data

Making sense of the numbers or qualitative data can be a complex process, one that requires careful attention to detail. Use the analysis to help tell a story about what employees think about communication, and what can be done to improve it. Through your analysis, you want to:

• Seek out the top three to five items that are most important, that have the greatest impact on the organization
• Look for both strengths and areas for improvement
• Look for significant differences among demographic groups

Quantitative Data Analysis

Depending on how many questions you ask and how many demographic groups are listed on the survey, analyzing survey data can be a complex process. It is best to have someone who is good with numbers (preferably ...