(Chelsea Update would like to thank Palmer Morrel-Samuels for the information in this story.)
Many endeavors—and society at large—rely on effective surveys
Most people do a good job of collecting and analyzing “hard” data in their field of interest.
However, very few people are similarly skilled when it comes to “soft” data on attitudes, opinions, and perceptions—especially “soft” data where groups of respondents are involved, and a modicum of statistical skill is required to make sense of the survey’s results, according to Palmer Morrel-Samuels.
This shortcoming is critical because “soft” data is especially important for understanding complex issues in politics, healthcare, the behavioral sciences, and business.
Although few people realize it, surveys are used today to measure health, consumer sentiment, population trends, and even unemployment; they have become both ubiquitous and essential.
Since 1932, when the University of Michigan’s Institute for Social Research introduced the Likert Scale, surveys have played an increasingly important role in American society, academia, and our nation’s businesses.
Attitude surveys have improved so dramatically that they can now predict objective metrics measuring quality, productivity, patient satisfaction, and even profit.
Now the lead author of that 7-year study from the Workplace Research Foundation is offering an 8-week asynchronous distance-learning class at the University of Michigan’s Institute for Social Research, which allows students and employees to enroll even if they live outside of Ann Arbor and have very little flexibility in their work schedules.
Morrel-Samuels, author of several HBR articles on survey methodology, is introducing a web-based version of a class that has been foundational of U-M’s Summer Institute at ISR for 66 years. It’s called Introduction to Survey Methodology.
If you know of someone who is interested in learning about survey design and the basic statistical tools that ordinary laypeople rely on for analyzing survey results, please refer them to the course information here.
Morrel-Samuels teaches survey design and research methodology at the University of Michigan. He has designed surveys for more than 7 million employees, has testified to Congress on the linkages between employee survey results and objectively measured outcomes, and has patented several web-based survey tools.
He is currently assisting the EEOC on several landmark discrimination cases involving workplace surveys.
Morrel-Samuels can be reached by email at [email protected] or phone at 734-368-3348.
