Online Surveying: How a Little Misinformation Can Be Dangerous

During the session, we brought out several key factors that companies must remember when conducting online surveys.

1. You can’t manage what you can’t measure. How do you define success unless you have a way to measure it? You can’t manage a Web site without measuring whether you’re meeting your customers’ needs and expectations. Also, survey questions need to be consistent so that over time, you can track trends and gauge progress.