Excerpt
  The following is an excerpt from a chapter in the manual "How to Measure Your Communication Programs" by Angela D. Sinickas
  copyright 2005 Angela D. Sinickas. All rights reserved.   ISBN 0-9661757-1-9
 
    25. Administering Survey Forms  
   
   
Just as the best-written and best-designed communication piece is
worthless if it is never received by the intended audience, so too is
the best-constructed survey form a failure if it is not properly
administered.
     
A story:  The first time I was responsible for conducting a
questionnaire-based survey, I didn't pay enough attention to the
administration process upfront.  Fortunately, I was monitoring the
returns closely by department as the survey was distributed.  After
the first two weeks, I had about a 95% response rate from the
Employee Relations and Finance departments, about a 50% rate from
most others, and a measly 4% rate from the Production department. 
Production, unfortunately, made up about half the company's work
force.  A little checking on-site showed me one of the problems. 
The questionnaires were still in their original box on the floor of the
break room in one of the production areas.  On the plus side, though,
the box had been opened.
 
I had sent all the questionnaires for Production to the V.P. of
Production at his request.  He had delegated the distribution to an
administrative assistant who decided she didn't have time to stuff
mailboxes or to repackage one-third of the questionnaires to send
them to a building one mile away for one of the Production
department divisions -- or to let anyone know she hadn't done what
was expected. She had, however, placed one in the in-box of each
Production department manager -- so they probably thought the
survey had been successfully distributed to everyone.
     
The way you administer your own survey, of course, depends on the nature of your business, where your employees work, whether they have spare time during their work shifts, whether they have writing surfaces available, whether there are convenient meeting rooms nearby, the nature of the communication technology used within your company, the length of your survey and the money you have available.  You may find that you'll want to use a combination of approaches for different subgroups of your audience. 
     
This chapter will help you make decisions about how to administer
your questionnaire, such as:
     
• Who should be surveyed.

• When to conduct the survey.

• How to distribute the questionnaires to your audience.

• How to collect their responses
.
 
   

(End of Excerpt)

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  Table of Contents     (To PREVIEW excerpts CLICK underlined text below.)  
     
  1. Communicate with a Measurement Mindset
    - How Effective are Your Own Communications?
    - Why Bother Measuring Communications?
    - How to Use the Manual
2. Section I: Measurement Tools a la Carte
    - A Beginner's Measurement Toolbox
    - Administering Various Tool
3. Measuring Messages
    - Content Analysis
    - News Release Content Analysis
    - Communication Pattern Analysis
    - Adapted Starch Test
    - Knowledge Testing
4. Measuring Publications and Audiovisuals
    - Objective Media Review
    - Reading Level Test
    - Readership/Viewership Surveys
    - The Semantic Differential
    - Distribution Analysis
    - Minisurveys
5. Measuring Memos, E-Mail and Phone Mail
    - "In-Box" Analysis
    - Content Analysis
    - "Memo Mania" Tracking
6. Measuring Intranets and Web Sites
    - Measuring Outcomes Against Objectives
    - Measuring Web and Intranet Usage
    - Conducting Research with Your Website Users
    - Using Intranets and Web Sites as Measurement Tools
7. Measuring Media Relations
    - Typical Analysis of Clips
    - Advertising Value Equivalency (AVE)
    - News Release Content Analysis
    - Track Avoidance of Negative Coverage
    - Surveying Reporters
    - Adding Questions to Existing Market Research Studies
    - Tracking Behavior Changes Against Media Coverage
8. Measuring Face-to-Face Communication
    - Analysis of Supervisor Communication Skills
    - Communication Diary
    - Analysis of Meeting Effectiveness
    - Network Analysis
    - Message Diffusion Tracking
9. Measuring Feedback Systems
    - Official Feedback Programs
    - Measuring Unsolicited Feedback
10. Measuring Communication Climate
    - Critical Incident Analysis
    - Communication Climate (Attitude) Analysis

11. Measuring Behaviors and Outcomes
    - Looking at Existing Data in New Ways
    - Tracking Behaviors
    - Identifying Sources of New Customers/Employees
    - Operational Communication Analysis
    - Decision-Making Communication Analysis

12. Section II: How to Conduct a Communication Audit
    - Beyond the Beginner's Toolbox
    - In This Section
    - Choosing the Right Research Methods

13. Getting Buy-in for the Audit
    - Doors and Windows of Opportunity
    - Shopping for Buy-in
    - Preparing Your Proposal

14. Working with Your Task Force
    - How Large a Task Force
    - Selection Criteria
    - Meeting Site Selection
    - Tools and Materials

15. First Task Force Meeting
    - Agenda for the first Task Force Meeting
    - Meeting Leader's Help Sheet

16. Developing Questions for Interviews and Focus Groups
    - Developing Your Own Unique Questions
    - A Starter List of Questions

17. Recording Responses from Interviews and Focus Groups
    - Inter-Departmental Information Flow
    - Effectiveness of Communication Media

18. How to Conduct Executive Interviews
    - The Purpose of Executive Interviews
    - Fulfilling Your Personal Objectives
    - Similarities to Journalistic Interviews
    - Differences from Journalistic Interviews
    - Announcing the Interview
    - Practicing Your Interview Technique
    - Conducting the Interview

19. Second Task Force Meeting
    - Agenda for the Second Task Force Meeting
    - Meeting Leader's Help Sheet

20. Preparing to Conduct Focus Groups
    - What Constitutes a Focus Group
    - Focus Groups vs. Study Groups
    - How Focus Groups Relate to Study Groups
    - How to Select Focus Group Members
    - How to Invite Focus Group Participants

21. Facilitating Focus Groups
    - Scheduling Focus Groups
    - Location and Room Arrangements
    - Note-Taking vs. Recording
    - Choosing a Facilitator
    - Tips for Facilitating the Sessions

22. Third Task Force Meeting
    - Agenda for the Third Task Force Meeting
    - Meeting Leader's Help Sheet

23. Constructing Survey Form Questions
    - Determining Topics to Include on the Survey
    - Phrasing Questions for Clarity and Impact

24. Developing the Format of Your Survey Form
    - Designing the Survey's Overall Effect
    - How to Record Answers
    - How to Structure Responses
    - How to Organize Responses

25. Administering Survey Forms
    - Who Should Be Surveyed
    - When to Conduct Surveys
    - How to Distribute Questionnaires
    - How to Collect Questionnaires
    - Administering Your Survey

26. Analyzing Your Results
    - Organizing Your Overall Results
    - Detailed Analysis

27. Reporting Your Results
    - Types of Reports
    - Sections of a Report
    - Some Guiding Principles

28. Final Task Force Meeting
    - Agenda for the Final Task Force Meeting
    - Meeting Leader's Help Sheet

29. Index
 
 
 

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