Unless we know what the purpose of a survey is, the notion of effectiveness ("doing the right things") is not meaningful. There are also iterations along the way, looping back to earlier steps. It's an continuous process where the last step feeds back into the first. ![]() The list format is not meant to imply that it's a strict sequence of events with a beginning and an end. The purpose of the table is really to highlight that making effective surveys is about more than entering questions in a survey tool and collecting answers. The assessment of impact is somewhat subjective and varies by survey. The table sets out the process steps and their importance in creating effective surveys. In the overall survey process, several steps contribute in different ways to survey effectiveness. It says: This is the extent that we actually value you and seek to engage with you and include you in what we are doing. It says: This is what we think is important, this is how professionally (or not) we go about our work. Of course they are about collecting information, but every survey also communicates more subtle meanings to everyone that sees it. Surprisingly perhaps, surveys are two-way communication. By bringing certain things into focus, we also send subliminal messages. That's why asking the right questions is so important. By choosing to measure certain things, we lift them out of the background and draw attention to them. We don't always think about that measurement is an act of selection. ![]()
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