More than 70 percent of organizations survey their employees annually or biannually. Surveys are also helpful to monitor customer satisfaction. The following 10 tips will assist with design effectiveness of on-going or future surveys.

TIMING. Most importantly, ensure respondents view their participating as an important business event. Be conscious of unavailability – vacations and holidays. Consider timing in conjunction with purpose.

SAMPLE VS CENSUS. Be aware that reliability of a sample survey is reduced when the available populations is small. Only allowing a sample to give input may dilute the firm-wide communications and reduce result acceptance. Respondents may wonder why they were chosen and worry about confidentiality.

LENGTH. This is a mixed bag; some studies show short surveys get higher responses while other indicate length is not relevant, as long as respondents are interested and committed to the outcome. A good rule of thumb – 30 minutes to complete; 80 – 100 questions.

RESPONSE-SCALE. Naturally it depends on the kind of information required. However, Likerts five-point scale is most widely used. A "not sure" option lends to uncertainty. An even number tends to force a stand. Consider a "don’t know" option to help interpret results.

ANCHORS. It is usually best to label the high end with the most positive anchor. All labels should correspond to the psychological values most likely to be assigned. Choose one type for the survey, as switching promotes confusion, causing errors and frustrations.

DEMOGRAPHICS. It is best to list at the end of the survey a disclosure of how the information will be used. This is less threatening and lends to survey completion when final items are unchallenging. If trust is an issue, keep questions to a minimum.

TOPIC GROUPINGS. Grouped into a single topic, respondents usually answer all the items base on their attitude of the category heading. Well-designed surveys cluster common items under a carefully selected category heading that reflects company vision and values.

CUSTOM VS. STANDARD SURVEYS. Many standardized surveys yield reliable and valid information. Customized surveys can yield invaluable organization-specific information. Primary considerations should be fit, cost, and the way the results will be used.

ADMINISTRATION. A main consideration in mail-in vs. on-site is the typically 60-75 percent lower response rate of mail-in surveys. Employee’s look for management’s commitment. Faster turnaround time is associated with on-site administration.

MINIMUM NUMBER OF RESPONDENTS. Large groups tend to generate more reliable and consistent results. Traditionally 10 respondents are considered a minimum for reliable reporting. However, an unofficial industry norm of 5 has emerged for small work groups.

© Debbie King, Evolution Management, Inc.  All Rights Reserved.