"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."