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

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.

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.

Book Details
ISBN: 9781562868093
Pages: 288
Publisher: ASTD Press
Publication Date:
Formats: Paperback, PDF
Product Code: 111319
About the Authors
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Chief Operating Officer, KnowledgeAdvisors
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.
CEO, Institute for Corporate Productivity (i4cp)
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.
Assistant Professor, Human Resource Development and Performance Technologies, Indiana State University

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.

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