"Poorly-designed survey instruments will yield less-than-reliable data. There. I said it. DIY platforms are springing up all over, allowing any Tom, Dick or Harry to throw a survey to the ether to collect data to inform their business decisions. What a thrill it is to collect this data for pennies per respondent! However, unless your questionnaire is designed well (which I’ll explain in a moment), the data you collect could be next to useless. Or worse, it could be just plain wrong."
This interesting Quirk's article by Darrin Helsel of Vivisum Partners shows how to make sure your surveys are asking the right questions in the right ways.
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