Most, if not all, survey companies normally have a list of questions that clients can pick items from. Also, survey companies allow clients to create their own items that are more specific to their organization. Which questions should organizations try to use more of, standard items or custom ones?
There is an initial draw to use custom items because it allows organizations to get as specific as they want. Every business is unique in some way, so custom items can be catered to these differences. One drawback to custom items is there is no standard to measure the scores against (unless an organization surveys numerous times and continues to use the same custom items, but even then they only can measure a company standard not an industry standard). Another drawback is that custom items have not been tested for clarity as much as standard items. The standard items are used time and time again, and have normally eliminated any ambiguity in the questions.