Use multiple Attitude Survey methods

Using multiple Attitude Survey methods to ask about the same kind of information is a hallmark of good information gathering. Any Attitude Survey technique has its weaknesses, for example, a numerical Attitude Survey (where the Attitude Survey items are rating on a scale of one to five) are easy to score. However, how you write the Attitude Survey question may not exactly apply, and may prevent you from getting to the heart of the matter. An organisation may miss discovering important issues simply because the Attitude Survey neglected to ask.

On the other hand, open-ended Attitude Survey questionnaires have less of this problem. This is because these Attitude Survey questions are less precise, and so get richer information from the Attitude Survey respondent. Unfortunately, the more open-ended the Attitude Survey questionnaire, the harder it is to analyse. Unless sophisticated Attitude Survey software is used, whoever summarises written Attitude Survey comments injects their own opinions into the process, something that does not happen with a numerical Attitude Survey.

It is best to incorporate both these Attitude Survey approaches if possible.

Focus groups and individual interviews are useful at the very beginning of the Attitude Survey effort to find broad areas of concern. Open-ended Attitude Survey questions and a numerical Attitude Survey can pinpoint specific issues, and allow employees to express their concerns anonymously. Organisations can use focus groups again to get feedback on specific Attitude Survey issues or recommendations.