One is not enough: The need for multiple respondents in survey research of organizations

The need for multiple respondents per organization in organizational survey research is supported. Leadership teams' ratings of their implementations of market orientation are examined, along with learning orientation, entrepreneurial management, and organizational flexibility. Sixty diverse organizations, including not-for-profit organizations in education and healthcare as well as manufacturing and service businesses, were included. The major finding was the large rating variance within the leadership teams of each organization. The results are enlightening and have definite implications for improved design of survey research on organizations.