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If you must create a survey, first determine what information you desire to capture, not what questions to ask.

Keep it as brief as you can and focus on a single issue, e.g., response time.

Include a qualitative response option, e.g., “How can we best improve customer service online response?”

Bear in mind that surveys generate self-self selecting responses, and usually the happiest and unhappiest are those who respond.

Support the survey if at all possible with focus groups and individual interviews.

Written by

Alan Weiss is a consultant, speaker, and author of over 60 books. His consulting firm, Summit Consulting Group, Inc., has attracted clients from over 500 leading organizations around the world.

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