Surveys are one of the most effective ways of collecting data, that if analyzed, can provide information and knowledge. It can play an instrumental role for an entrepreneur. Of course, this is true only if the surveys are done right. While discussing about surveys with a friend, we had started talking and discussing about how we should do it, on the Web, on the phone, or face-to-face. It was such a dear topic for everyone that we probably missed a crucial step, something that I believe in everything along with software development - to decide what to do in the survey! This was also because of the fact that we had seen surveys simply being lifted off and copied and tweaked around for a new one.
This was a while back. Some days back I was going through a second or third pass of the Built To Last by Jim Collins and Jerry Porras, where I had read primarily about busting the standard management best-practices and must-dos. Only in the following passes did I recognize that it had something more - rich information about the survey they had conducted. The secton “The Research Project” in Chapter 1. “The Best of the Best” is full of what they chose to survey and why they chose to survey that. Not just jargon or terms, but clear and comprehensible definitions, so that purpose of the survey becomes crystal clear. It was very interesting to read which companies they selected to study, which companies they selected to compare with, and that they looked at the entire history rather than just a snapshot. This is the basis of the values and ideas expressed in the book.
Indeed, if we had to identify one aspect of this book that most separates if from all previous management books, we would point to the fact that we looked at companies throughout their entire life spans and in direct comparison to other companies. This proved to be the key method for calling into question powerfully entrenched myths and discerning fundamental principles that apply over long stretches of time and across a wide range of industries.
Similarly, a survey can lay a good foundation to a feasibility study or a business plan. It is very important to keep in focus what we want to achieve through the survey. It is quite possible that we do not get the same luxury of time and money. But a generic survey will not help anymore than generic advices and recommendations. Not that the other aspects are not important, but the survey would not be effective if it is not designed specifically for that case.
