Conducting a customer or employee survey sounds simple enough, but the questions are often written and answers analyzed with little to no understanding of the way people interact and form relationships with organizations. Organizational psychologists are trained to design survey questions to elicit meaningful responses, and these professionals have the skills to interpret the results in a way that provides actionable insight. The deeper level of understanding and awareness necessary for true insight is unlikely to occur with surveys designed by untrained individuals using simple online survey tools, no matter how good their intentions may be.
Creating a survey that collects valid responses is more difficult than it seems at first glance. Survey questions must be carefully written to ensure that each one elicits the respondents’ true attitudes, opinions, and beliefs without imposing any bias on the responses. The survey scale and demographic questions must allow the full range of potential answers, and each possible selection must be clearly different from all of the others. While most people would agree with these axioms of proper survey design, in reality very few untrained people are able to execute them.
Another area where untrained individuals have difficulty is ensuring valid samples and sample sizes. The sample size must be large enough to provide statistically significant results that represent the views of the entire population being surveyed, and care must be taken to ensure that the sample fairly represents the makeup of the population without any bias toward a specific characteristic or demographic. Use our sample size calculator for a personalized recommendation.
As a simple example, if the population under study includes both males and females, the results must include enough responses from each gender to be valid; otherwise, any results and conclusions might be skewed. It is also possible that gender would have no effect on the outcome of a particular survey, but it is difficult to know if that is true without the right training.
Once the survey results are in, they require analysis to provide actionable insight. For example, customer surveys might include responses that lead to the conclusion that customers’ highest priority is price. However, other questions might provide insight into features or services that customers value at least as much as a low price. Understanding what the customer truly wants by analyzing the entire dataset allows the company to provide products and services that customers value the most, without necessarily charging the lowest price. The correct insight provides a ClearPath to success.
- Survey questions designed to elicit insight, not just information
- Differentiated responses that cover the full range of possibilities
- Rapid quantitative and qualitative analysis of results
- A ClearPath plan for success
Surveys are much more complex than they seem at first glance. They require skill and experience for proper design, but it is equally important to have the trained analysis of organizational psychologists to ensure that the survey provides actionable insight. NBRI employs a number of Ph.D. organizational psychologists to analyze and interpret your survey. Call 800-756-6168 for your free quote. Follow us on Facebook and Twitter for up-to-date information and the latest industry news.