surveys to align with those business strategies. Both the topics in surveys and the use of the data have gone beyond measuring morale to helping achieve the business strategies.
These more recent goals for the role of surveys are facilitated by electronic technology and improved computing, which allow more and better focused surveys. At the same time, they put a higher premium on the skills of the survey researchers to conduct sound surveys as well as to mobilize organizational resources and energy to make effective use of the survey data. Those survey practitioners who can rise to this challenge and adapt as they move forward will greatly help their organizations to succeed.
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