The most important step is the development of the question database.
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The process of selecting survey questions can take several forms, as some new clients have previous questions they would like to continue using to preserve historical data. Some clients have never surveyed before and are beginning from scratch, while others have a very particular focus for their survey, such as corporate culture.
The initial question database should include questions that are prescribed by best practices in organizational development. For employee surveys, management style, job satisfaction, culture, fairness, and engagement questions are recommended. For customer surveys, intent to return, overall customer satisfaction, communication, responsiveness, and products and services questions are recommended. In addition to being best practices, some of these questions collect data needed to conduct inferential statistical analyses that provide clients with the shortest route to the most important improvements for the financial success of their organization.