Part 1:  One-question: ultra short, ultra simple, treat the results cautiously

• Interlude:  The gap in the middle: the perils of send-and-hope surveys

Part 2:  The bet-the-business process: where to invest your effort to get best value from the survey

• Chapter 1:  Investigate—Establish your goals and resources
• Chapter 2:  Investigate—Interview first
• Chapter 3:  Investigate—Do you still need (or want) to do a survey?
• Chapter 4:  Create—Write questions and make a question protocol
• Technical interlude:  The difference between a Likert scale and a Likert-type scale
• Chapter 5:  Create—Design your sample
• Chapter 6:  Create—Design your administration strategy
• Chapter 7:  Create—Test the question protocol and administration strategy
• Chapter 8:  Develop—Build the instrument (the question-and-answer sequence)
• Technical interlude:  How many points to use in a response scale?
• Chapter 9:  Develop—Run the pilot
• Chapter 10:  Develop—Review your goals and resources
• Chapter 11:  Deploy—Run the survey
• Chapter 12:  Deliver—Clean the data: how to deal with oddities and exceptions
• Chapter 13:  Deliver—Collate the answers: turn data into insights
• Chapter 14:  Deliver—Statistics and why you should avoid them
• Chapter 15:  Deliver—Present your results: making your point

End matter

• Acknowledgments
• References
• Suggestions for further reading