Todd Hollander Market Research

Previous Step
1. Determine Objectives
 

Step 2: Select a data collection method

Online surveys are the most common method of data collection for employee surveys, followed by written surveys. Face-to-face and telephone interviewing methods are rarely used in employee research because they are generally too time-consuming, expensive and intrusive. The selection of the data collection method should be based on the following considerations:

1. Respondents

• Which method is most accessible?
• Which is most convenient?
• Which is easiest to use?
• Which assures the highest level of anonymity/confidentiality?

2. Company

• Which method is more cost-effective?
• Which offers the better potential for a high percentage of completed surveys?
• Which offers the most honest responses?
• Which offers the most thorough responses?

When all or most employees have access to the Internet from work, online surveys are almost always the method of choice because they offer a number of advantages over paper surveys, including:

• Higher response rate
• Faster turnaround
• More thorough responses
• More honest/candid feedback
• Ability to require responses to certain questions
• Flexibility to skip irrelevant questions and ask follow-up questions
• No data entry costs
• No data entry errors

When a significant percentage of employees lack Internet access from work, Intenet-connected computer kiosks can be provided in common areas such as cafeterias and break rooms. This approach retains the advantages of online surveying and is generally preferable to mixing methods (collecting some data via the Internet and the rest via written surveys).

Bottom Line

When selecting the data collection method for employee surveys, choose the one that offers the most benefits for both the respondents and the company.