Please wait a few seconds while your cart is being loaded.

Login to see membership pricing and/or to see items you may have added using another computer or device

Please Wait...

To view or add items to your Wish List, please log in.

Not yet an ATD registered user? Click here to register.
Already registered? Click here to log in.

Survey Basics

By  Jack J. Phillips, Patti P. Phillips, Bruce Aaron

Survey Basics Cover

Read a Sample Chapter!

Learning and development professionals have embraced the concept of measurement, evaluation, and ROI. They know the importance of collecting valid, reliable data—but many want to build greater skills in asking the right measurement questions the right way. Experts in their field, Jack and Patricia Phillips have written a new book on measurement with Bruce Aaron, Survey Basics: A Guide to Developing Surveys and Questionnaires.

A must read if you need to develop effective, valid, and reliable surveys.

Designed to be a quick, concise crash course on survey development:
  • Design the instrument so that people find it easy to respond to.
  • Ensure positive response rates.
  • Watch for types of errors that can creep into survey results.

This book is a tool to help the L&D professional design and administer surveys and questionnaires. It describes the purpose of surveys and questionnaires, types of error that can creep into survey results, and considerations when developing specific survey questions. In addition, it offers advice to ensure positive response rates and how to design the instrument so that people find it easy to respond. The book includes content on validity and reliability, data analysis, and includes a chapter describing approaches to displaying data and reporting results.


Format Member List





Become a member or login to save $5


(*) The following formats are included with a purchase of this E-Book: PDF, EPUB, Kindle.


Jack J. Phillips

Jack J. Phillips, PhD, is chairman of the ROI Institute and a world-renowned expert on measurement and evaluation. Phillips provides consulting services for Fortune 500 companies and workshops for major conference providers worldwide. Phillips is also the author or editor of more than 100 articles and 75+ books, including  Measuring the Success of Leadership Development: A Step-by-Step Guide for Measuring Impact and Calculating ROI (ATD Press). His work has been featured in the Wall Street Journal, Bloomberg Businessweek, Fortune, and on CNN.

Patti P. Phillips

Patti Phillips is president and CEO of the ROI Institute and is the ATD Certification Institute's 2015 CPLP Fellow. Since 1997, she has worked with organizations in more than 60 countries as they demonstrate the value of a variety of programs and projects. Patti serves on the board of the Center for Talent Reporting, as Distinguished Principal Research Fellow for The Conference Board, and as faculty on the UN System Staff College in Turin, Italy.

Patti has written and edited numerous books and articles on the topics of measurement, evaluation, and ROI. Recent publications include Measuring the Success of Leadership Development, Making Human Capital Analytics Work, Measuring the Success of Learning Through Technology, Measuring the Success of Organization Development, and Measuring Leadership Development: Quantify Your Program's Impact and ROI on Organizational Performance.

Bruce Aaron

Bruce Aaron, PhD, has more than 20 years of program evaluation experience, and has presented at international conferences of organizations such as ASTD, ISPI, SALT, AERA, FERA, EERA, AEA, and The Psychometric Society. Aaron has authored or co-authored dozens of presentations, articles, chapters, and books, including Isolation of Results: Defining the Impact of the Program with Jack Phillips, and a chapter for The ASTD Handbook of Measuring and Evaluating Training.


Survey Basics is a notable book for the busy learning professional looking for practical yet credible ways to develop evaluations and use evaluation data.  It is simple and easy to read and the ‘Getting It Done’ section in each chapter makes what you read actionable on the job.  Jack, Patti and Bruce have developed a great resource that we will all benefit from as we look to leverage data more in learning decisions.

Jeffrey A. Berk
Chief Operating Office

Jack and Patti Philips are living legends in the learning & development world – particularly in measurement and evaluation – and they understand how critical good survey development is to accurate data collection.  In this one-of-a-kind book, the Philips, along with Bruce Aaron, do a fabulous job outlining effective survey design for anyone tasked with designing surveys and questionnaires.  Whether you are a L&D professional, an HR practitioner, a graduate student or a meeting and event planner, this is a must read if you need to develop effective, valid and reliable surveys.

Kevin Oakes
Institute for Corporate Productivity (i4cp)

This book is an inclusive guide for survey design, superbly blending theory and practice.  Filled with practical examples, tips, tools, and strategies, the authors masterfully create a survey design “refresher” for the seasoned pro and a “how to resource” for the emerging scholar and practitioner.  In summary, it’s all you need to start and finish the job.

Dwuena C. Wyre, Ph.D.
Assistant Professor, Human Resource Development & Performance Technologies
Indiana State University


Book Details

ISBN: 9781562868093

Pages: 288

Publisher: ASTD Press

Pub Date: May 2013

Formats: Paperback, PDF

Product Code: 111319

Please Wait

Please wait while we are getting your account information.