Strategy Survival Guide

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• Avoid asking the same question twice in different ways • Avoid double barrelled questions • Avoid double negatives • Beware of ambiguous terms (e.g. lunch versus dinner) • Make sure the wording is unambiguous and avoid jargon • Keep questions short and straightforward Type A Statement A list Yes/No answer Agree/disagree with a statement Choose from a list of options Rank Order Degree of agreement and disagreement: the Likert scale Example What do you think about the UK’s membership of the European Union? Please list the issues you feel are most important in relation to the UK’s membership of the EU Have you travelled from the UK to another European country in the past 12 months? Yes / No Would you agree or disagree with the following statement? “European economic unity carries economic advantages which outweigh the political disadvantages”. Agree / Disagree / Don’t Know Which ONE of the following list of European countries do you feel has the strongest economy? • France • Germany • Italy • Spain From the following list of European countries choose THREE which you feel have the strongest economies and put them in rank order. 1= strongest, 2=strongest, 3 third strongest • France • Germany • Italy • Spain • Portugal Membership of the EU is a bad thing for the UK Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree Rate Items How significant would you rate the following factors in affecting further European integration? Very Significant Not Significant Political Sovereignty 1 2 3 4 5 6 7 2. Are the questions in the right order? • Getting the question order right will help the interview to flow. • Remember that the nature of the previous question can affect answers. 3. Is the layout of the survey form/questionnaire clear? 4. Is the instruction to respondents clear? 5. Has a cover sheet been produced explaining purpose, return date, confidentiality, thanks etc? Strategy Survival Guide – Strategy Skills Page 120
6. Has access been granted from: • appropriate authorities • respondents. 7. Has time been scheduled for: • designing and production of an initial draft • application for ethical committee approval and subsequent response • piloting of an initial draft? Design of a subsequent draft • the production of the subsequent draft • numbering of questions • respondents to complete the questionnaire • pursuit of non-respondents • collection and checking of questionnaires • data preparation for analysis • analysis of the results. Presentation of Survey Data There are a number of tools that can help present survey data in a form that is easily understandable. They can be used to isolate important basic relationships, for example to understand any absolute differences in experiences of different population groups or sub-groups. • Data can be presented in the form of a graph or table, for example a frequency table, block diagram, pie chart, frequency distribution or a histogram. • Distribution and dispersion diagrams can be used to illustrate such concepts as the arithmetic mean and standard deviation. • Descriptive statistics can be helpful in analysing data including the mean, maximum observation, minimum observation and other measures that describe how data looks. Particular Types of Surveys There are a number of survey types that are useful for public sector strategy work. These include: • Customer Satisfaction Surveys • Customer Priorities Surveys. Customer Satisfaction Surveys The level of satisfaction or dissatisfaction that results from an encounter between a service user and provider depends both on the user’s expectations of the service they will receive and their perceptions of the service they have received. The leading model for thinking about satisfaction and perceptions of service quality focuses on whether the customer’s expectations are "confirmed" or "disconfirmed" by their perceptions of the service they have received (see figure below). If a user’s expectations are exceeded by their perceptions of the service they have received then the user is satisfied or even delighted. If their perceptions of the service fall short of their expectations then the result is dissatisfaction. “Disconfirmation” model of Satisfaction Expectations Perceptions of service received — = Customer satisfaction with discrete transaction Strategy Survival Guide – Strategy Skills Page 121
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Strategy Strategy Survival Survival
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Strategy Survival Guide Version 2.1
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Building an Evidence Base 113 Data
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A Framework for Strategic Direction
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These four components need to be co
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Recruiting a team In Practice: SU G
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• Commitment to a common purpose
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Away-days A project away-day is ano
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WHY ...are you telling me this? SO
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Try to put into practice the princi
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Encouraging creativity In Practice:
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There are clear differences between
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events. There are a number of diffe
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Multi-criteria analysis In Practice
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Cost-benefit & cost-effectiveness a
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For further material, see the Ratio
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Compelling vision for action - the
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Designing an implementation plan In
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Creating Public Value http://www.nu
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National Statistics http://www.stat
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Driver trees 97 Econometric modelli
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management 17, 20, 27, 34, 45 outpu
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Strategy Unit, Admiralty Arch, The
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