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Better Questions. Better Data. Better Decisions.
Surveys are essential to the work of all talent development professionals, but too often, these tools fail to deliver the actionable outcomes organizations need. Surveys by Design is an accessible guide for L&D professionals who need to create effective surveys that:
- Measure what matters most.
- Gather reliable data at scale.
- Serve diverse audiences.
- Leverage AI and other technology responsibly.
- Uncover real business insights.
- Drive engagement.
- Support organizational growth.
Measurement and evaluation experts Patti and Jack Phillips walk you through practical strategies, case studies, and examples that illuminate every step of the survey design process. You will learn how to:
- Decide when to use a survey.
- Design your research approach.
- Define clear objectives.
- Reduce bias in selecting respondents.
- Write questions people can and will answer.
- Ensure you get response rates that make your results meaningful.
- Navigate ethical challenges.
- Evaluate the quality of your surveys.
The authors also share how to leverage new technologies—including artificial intelligence—to enhance the efficiency and impact of your work, as well as how to interpret survey results accurately to solve real-world problems. They provide even more guidance in a sample survey research protocol and a handy, downloadable FAQ. Whether you’re measuring learning effectiveness, evaluating programs, or assessing employee engagement, Surveys by Design equips you to design powerful, successful surveys by asking the right questions in the right way.
“When designed with intention, surveys provide valuable signals that help professionals make better decisions and influence workplace performance. Surveys By Design offers the discipline and guidance to ensure those signals are credible, reliable, and, more importantly, actionable.”
— Kevin M. Yates, Impact Investigator, L&D Detective
“Anyone can conduct research. Far fewer can produce insights organizations can trust and leaders should act on. That requires rigorous design, sound judgment, and the ability to interpret findings in the context of broader business realities. Surveys by Design is a valuable guide for anyone who wants to produce credible insights, especially in an era when AI makes research faster but not necessarily better.”
—Kevin Martin, Chief Research Officer, Institute for Corporate Productivity
"Very timely—especially with the influence of AI. As a leadership development program manager, I found Surveys by Design to be a valuable resource for anyone working with surveys, especially in how it strengthens the way results are communicated—starting with the 'so what' and visualizing data thoughtfully so leaders can quickly understand and act."
—Janell M. Taueva, Leadership Development Program Manager, Office of Professional Development, CA Department of Justice
"Whether you're new to survey design or have done this for your whole career, Surveys by Design is the baseline reference our field needs now. This book sharpens how we listen to employees and what we do with what we hear."
—Dieter Veldsman, Chief Scientist, Advisory and Insights Lab at AIHR; Professor, University of Johannesburg
Patti P. Phillips, PhD, CPTD, is the CEO of ROI Institute where her expertise in measurement and evaluation supports organizations in more than 70 countries as they create and demonstrate value from investments in people and projects. Her work spans private, public, nonprofit, and nongovernmental sectors. She has authored or edited more than 75 books on measurement and evaluation. Patti serves as chair of the International Federation of Training and Development Organisations Board of Trustees and the United Nations Institute for Training and Research Evaluation Advisory Board. She and her husband, Jack J. Phillips, are recipients of the 2024 Association of Learning Providers Thought Leader Award and the 2022 Association for Talent Development Thought Leader Award. In 2015, she was honored as an ATD CPTD Fellow. She lives in Birmingham, Alabama, with her husband, Jack Phillips.
Jack J. Phillips, PhD, chair of ROI Institute, is a world-renowned accountability, measurement, and evaluation expert. He provides consulting services for Fortune 500 companies and major global organizations. He regularly consults with clients in for-profit, nonprofit, and non-government organizations in 70 countries. The author or editor of more than 100 books focused on measurement and evaluation, Jack conducts workshops and presents at conferences. With his wife and ROI Institute co-founder, Patti P. Phillips, he received the 2022 Talent Development Thought Leader Award from the Association of Talent Development and the 2005 Distinguished Contribution to Workplace Learning and Development Award. The Society for Human Resources Management presented Jack with its highest creativity award. The International Society for Performance Improvement presented Jack with the Thomas F. Gilbert Award for his contribution to human performance technology. In 2019, he was named among the top 50 coaches in the world by Thinkers50 and named a finalist for the Marshall Goldsmith Distinguished Achievement Award for Coaching. He lives in Birmingham, Alabama, with his wife, Patti P. Phillips
Introduction
Chapter 1: Begin With the Basics
Chapter 2: Design Research Fit for Purpose
Chapter 3: Ask the Right Questions
Chapter 4: Ask Questions the Right Way
Chapter 5: Target the Right Audience
Chapter 6: Design the Survey Instrument
Chapter 7: Ensure Acceptable Response Rates
Chapter 8: Glean Insights from Results
Chapter 9: Communicate Results
Chapter 10: Evaluate Survey Effectiveness
Chapter 11: Design Surveys to Make Better Decisions
Acknowledgments
Appendix A: Answers to Exercises
Appendix B: Sample Survey Research Protocol
Recommended Resources
References
Index
About the Authors
About ROI Institute
About ATD