Online Surveying: How a Little Misinformation Can Be Dangerous

For instance, when companies use online surveying methods to find out what their Web customers want, they should be aware that misinformation is often more dangerous than no information at all. It’s critical that companies gather “voice of customer” information that provides strategic insight. Organizations need data that is accurate, precise, reliable and actionable. Otherwise, predictive capability is compromised and the results won’t point you to making improvements that will contribute most to the bottom line .