/ / Survey Mistake 3: Weak Survey Design

Survey Mistake 3: Weak Survey Design

Sometimes due to budget constraints, managers are left to undertake in-house survey construction themselves. Although this may be cost effective, Managers often do not implement robust, quality surveys because they lack survey design experience or expertise.

Managers do not always have the foresight and expertise required in designing the right questions, and right kinds of questions, to ask. They fail to implement careful planning of surveys to ensure that they receive the appropriate information the business is looking for. It is crucial to consider how the results for each and every survey item may be used.

Managers who design their own surveys often create questions that are unclear, biased or that contain jargon respondents do not understand. If you ask unclear questions, you will receive unwanted, unclear results that are a waste of time and investment for your business.

The quality of the questions asked is not the only important thing when it comes to survey design, the survey questions that are not asked can be just as important! Surveys can easily lose their value when participants feel as though they are being made to answer the question in a specific aspect; this is something managers often accidently do when creating a survey by implying the ‘right’ answer.

Weak survey design means that it will fail to implement a robust and valid survey and can lead to participants to be confused or give irrelevant results.

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About the Author: William Lang

William Lang
Bill Lang has over 25 years professional experience working as an organisation strategy and development consultant and C-suite Executive Coach. Early in his career he worked with KPMG, McKinsey &Co., Bain & Company and AXA as an Executive. His clients operate in over 50 countries and on all continents. He is former member of the Melbourne University Commerce Faculty and holds a MBA(Harvard) and B.Comm/LLB (Hons). He is the author and creator of the Scores on the Board skill development and improvement system.

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