Online Surveying: How a Little Misinformation Can Be Dangerous

2. What you measure will determine what you do. The results of your measurement will determine where you decide to allocate resources. If you’re asking survey questions about the wrong area, then you’re going to invest in improvements to the wrong area without improving what you set out to improve.

3. Your customer survey measurements must be accurate, precise and reliable. In otherwords, garbage in, garbage out! If your surveys are biased or aren’t representative of your customers, they’re useless. It’s more damaging to have poor surveys and measurement than to have none at all. How you ask questions will influence your responses. So carefully consider whether your questions will lead you to the response you’re looking for, or toward a customer-driven insight.