Frequently Asked Questions about Employee and Customer Surveys from NBRI
Q. Why should I use NBRI to conduct my survey?
A.
Employee surveys and customer surveys assess psychological constructs - the
attitudes, opinions, and beliefs that drive human
behavior. The survey must
meet the standards of quality of scientific research. Management can then
base its important decisions on the purest information obtainable, rather
than misinformation that has been contaminated by any number of errors
inherent in research conducted by non-professionals.
Q. What survey methodologies are available through NBRI?
A.
Every methodology - or combination of methodologies - is available
through NBRI. Call (800) 756-6168 to discuss your options.
Paper Surveys
Web-based Online Surveys
Telephone Surveys
Q. What is the most common methodology used today in survey research?
A.
The frequency of use of web-based online surveys now rivals that of paper, the
most universal of all survey methodologies. Paper surveys are user-friendly
and can be used with any audience.
Q. What are the benefits of a web-based online survey?
A.
Web-based online surveys have the familiar Windows appearance and
functionality with drop-down boxes, buttons, and a high-tech appearance. Being
on the World Wide Web, you can be assured of a good response rate. In
addition, only NBRI can pre-encode all demographic information into the
users' login links, so that self-coding - and the errors inherent in it - is
eliminated, and perceptions of anonymity are enhanced.
Q. Where is a web-based survey hosted?
A.
On one of our secure server farms.
Q. What methodology is best for my survey research study?
A.
Typically, this decision is driven by the availability of email
addresses, telephone numbers, and physical mailing addresses. It is also
important to consider, however, how the methodology will impact the response
rate. In turn, the response rate impacts the confidence level and sampling
error of the data obtained, which relates to the representativeness of the
sample to the population as a whole. Only NBRI explains these critical
features of each study to each client in detail, so that informed decisions
can be made about the best methodology for your study.
Q. Can I use an existing survey and retain my trend data?
A.
Absolutely! In fact, we encourage you to do so. Typically, 'old' survey
questions are mapped to normative survey questions. In this way, you
can benchmark internally against your own data, and benchmark externally
with NBRI Norms.
Q. What are normative questions?
A.
Normative questions are survey questions that
were written by NBRI
organizational psychologists in the early 1980's. They have now been tested
on millions of individuals, and are recognized as the 'normal' questions to
ask in employee and customer survey research. Each survey question is a
scientific research instrument in its own right. Also, when NBRI normative
survey questions (or standard employee or customer surveys containing
normative questions) are used, clients are able to benchmark, which is a
critical feature of any research study.
Q. What is benchmarking?
A.
Benchmarking is the comparison of your survey data to survey data from other
companies who have used the identical survey questions. Benchmarking data
may also be called 'normative data', as it represents the way
people 'normally' answer a question. For instance, the average or 'mean' score
of the normative survey question, "I am satisfied with my compensation," will
surprise you!
Q. Where does benchmarking data come from?
A.
NBRI's benchmarking database is the largest and highest quality in the
world. Containing over 3.5 billion individual opinions, or scores, this data
has come directly from the more than 5,500 Clients NBRI serves on a continual
basis.
Q. How is benchmarking expressed?
A.
Benchmarking data is expressed in percentiles, from the 1st to the
100th. The 50th percentile of the NBRI benchmarking database represents the
true average; the 75th percentile represents 'Stretch' performance; and the
90th percentile represents 'Best in Class' performance.
Q. What if I don't care about how other companies score, and just want to
see my own results?
A.
Without benchmarking data, whether you consider a percent favorable, percent
unfavorable, or mean score, you have only
the survey scale to
compare it to, in order
to judge whether the score is good or bad, high or low. The scale does not
represent reality. For instance, you obtain a 3.99 mean score (or 69%
favorable, or 31% unfavorable) on two, distinct survey questions. For the first
question, the 3.99 mean score maps to the 38th percentile of the normative
database, and is therefore a poor score as it is 12 percentiles below
average. For the second question, the same 3.99 mean score maps to the 78th
percentile of the normative database, and is therefore a good score. Without
an external, objective comparison, it is impossible to understand your own
results.
Q. What can NBRI do to help us turn survey results into real growth and
improvement for our organization?
A.
NBRI provides more than just data. NBRI provides specific, targeted 'marching
orders' to implement immediately upon completion of the survey. Just ask for
an Executive Summary, which
includes the NBRI Root Cause Analysis. The dramatic
organizational improvement from the recommendations we make and the actions you
take will be evident in your next survey scores!
Q. What is a Root Cause Analysis?
A.
The NBRI Root Cause Analysis converts your data into information and
action! Through correlations, modified regressions, and path analyses, NBRI
identifies the overriding perceptions that color the greatest number of other
perceptions to the greatest extent in the thinking of your employee or
customer populations. Interventions aimed at the root cause will increase
scores in up to 80% of all survey questions! NBRI will not leave you wondering
if you should head north or east, but will objectively, scientifically target
the best direction, such as NNE as well as how to get there. We stake our
reputation on it every day! This proven process in organizational development
is available only from NBRI.
Q. What if employees are concerned about confidentiality and anonymity?
A.
Most are, which is another good reason for never conducting opinion studies
in-house. In addition, NBRI provides each client with a Details & Instructions
Document that contains templates of pre-survey communications to employees and
customers which specifically address these concerns. When clients communicate
with the target audience in the manner recommended by NBRI, issues regarding
confidentiality and anonymity are eliminated. And with electronic online
surveys, all data is encrypted to guarantee privacy.
Q. What differentiates NBRI from other survey research firms?
A.
NBRI's benchmarking database and root cause analyses are recognized best
practices in survey research, and are available only through NBRI. In
addition, NBRI approaches each study as the scientific research it is, ensuring
the highest levels of quality and confidence in the assessment of psychological
constructs. In order to manage the two most important human factors affecting
any organization - employee and customer behavior - it is imperative to
literally 'read their minds,' and directly, positively impact those perceptions
for optimal profitability.
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