• Those who create surveys for customers, students, members, employees, alumni, or prospects

• Do-it-yourself’ers who use web-based survey tools

• Evaluation Committee members responsible for improving their course evaluation forms

• Tradeshow organizers who gather feedback from exhibitors and attendees

• College Administrators who interpret and act on faculty evaluation results

• Customer Retention Specialist or others dedicated to engaging and keeping customers

• Directors of Training responsible for instructor evaluations

• Marketing Researchers who have heard conflicting messages about the usefulness of surveys

• Those using web-based or paper-based surveys for accreditation and evaluation purposes

• Those who get annoyed when wasting their time filling out poorly constructed surveys

The solutions in this book have been successfully applied at hundreds of colleges and universities, learning organizations, service providers, and trade shows; as well as for surveys of church membership, fund-raising drives, elementary and secondary schools, military training evaluations, political polling, high school sports official ratings, and online focus groups. Any situation where timely and interpretable feedback can improve products and services will benefit from the theory-based and practical advice found in THE SURVEY PLAYBOOK.