Southend University Hospital NHS Foundation Trust Communications and Engagement Strategy
2013-2016
Surveys and opinion polls Surveys and opinion polls can be postal, face to face, web based or conducted via the telephone. They use a standard form or letter so that all those contacted are asked the same questions in order to make evaluating the responses most effective. Where complex issues are involved surveys can be helpful in developing themes for use in subsequent focus groups. Surveys can be used as part of wider communication to stakeholders around a planned change or development and they can then be invited to comment with a set time frame. Pros: • A wide group of people can be consulted at one time which means comparative data is obtained. • They can be relatively cheap to administer depending on medium selected. • Responses are more likely to be based on individual opinion than guided by a group Cons: • Can have a low response rate • Information may be superficial and the context of an opinion not fully explored. • Closed questions can skew the response by not allowing free expression Events and roadshows These are usually larger than a focus group and although attendees can be selected, it is usual to be open to all interested parties. There is potential to combine such events with other methods such as smaller break out focus groups or opinion polls. Events and road shows can also be used as an opportunity to raise the profile of project or organisation.
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