Making Surveys Work
When in our work with colleges and universities to improve their retention and customer service we suggest a survey of student attitudes and opinions, the response is almost universally negative. “We tried to survey recently but students (employees) just didn't respond.” This is a common sort of statement that that we get. People have found that surveys are becoming less and less effective in getting them the information that they need or want. People are becoming tired of taking surveys and opinion studies. It seems that everywhere they go someone is asking them to give their opinion on one thing or another. It’s not that people don’t like giving their opinions; they certainly do. But they are tired of filling in survey forms that don’t seem to have any effect or direct value for them. Even though stores offer to put people into a raffle for a cash prize or merchandise people do not go online to complete the surveys. They simply feel that their opinion doesn’t count or matter for...