The Survey Initiative: An Introductory Guide to Employee Research and Employee Surveys.
Designing the survey
Once the aims and objectives have been set, and a general approach agreed, the next step is survey design. There are at least four steps in this process:
- Developing an agreed topic list - this is simply a list of the areas to be investigated (for example, communication, benefits, training, management style and values).
- Qualitative research - talk with a sample of managers and employees in focus groups or face-to-face interviews this will help to ensure that you are covering topics important to all staff.
- Finalising the topic list - you may decide to enlarge, reduce or change the original list. It is even possible that the pilot research may have given you all the information you need, but if not, the next step will be to draft a questionnaire.
- Questionnaire design - the design of the questionnaire can have as much influence over the response rate as the method of completion.
The elements of a good questionnaire are as follows:
- Each question should directly relate to the survey objectives;
- Questions should provide relevant and actionable information to the organisation – avoid giving the impression there is a ‘hidden agenda’;
- It shouldn't be possible to identify individuals from their responses: confidentiality should be guaranteed;
- Nevertheless, collect basic demographic data length of service, job grade, location to give the data meaning and context;
- It should take about 10-15 minutes to complete;
- Employees should be able to reasonably answer all the questions;
- Questions should be unambiguous - address only one point per question. Don't, for example, include a statement such as `My training for this job was relevant and effective'. Use only one of these two terms.
- It should strike the right balance between addressing the needs of employees and the needs of the organisation;
- Questions that allow comparison of results with other external organisations can be useful at the reporting stage;
- Questions that will allow employees to provide improvement ideas and suggestions in the form of verbatim comments are also useful.
Survey completion
Online surveys can generally be completed in a one to two week timeframe, although participation should be monitored in real time so as to decide when to send reminders and thereby maximise employee participation.
A two to three week period should be allowed for survey paper-based completion, with an additional week set aside (but not advertised internally) for the inevitable late returns. This will allow time for employees who are on holiday or away from the office for another reason to participate in the survey.
Consideration should also be given to whether employees on maternity leave, sickness absence and contract/agency staff should be invited to participate in the survey.
If a paper-based survey is being administered, then the distribution method needs to be carefully considered so that the maximum possible response rate is achieved. There is no right or wrong answer or blanket method that must be used and the most suitable method will depend on the organisation, its structure and culture.