ABSTRACT
This chapter looks at the importance of communicating the purpose, objectives and content of the survey initiative clearly and effectively to those involved in the data collection effort. It discusses the elements involved in setting the stages for a successful organizational survey effort and the details involved in carrying off a successful administration. The chapter also discusses how to make a compelling story of a large collection of numbers with and without advanced statistics, how to balance expectations with realities inherent in the data, and how to work with normative and bench-marking data to assist in interpreting the results rather than becoming the focal point. Surveys have been used throughout the development of western civilization to gather many different types of information, from people's socio-economic status, annual income, and place of residence to their opinions about political leaders, religion, capital punishment and consumer preferences.
