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	General tips for Survey Design
	Keep it simple
	∠ make the survey easy for respondents as it affects the participation rate
	∠ be aware that some of them might be non-native speakers;
	∠ do not use industry specific terms that the respondents may not be aware of; use the respondents’ core vocabulary
	∠ use grammatical simplicity
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	Keep it short
	∠ Do not use more that 10-15 question as your goal is to send these surveys in an on-going manner; thus you will be able to locate trends and changes; by keeping it brief you will avoid high abandonment rate
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	Keep your entailed promises
	∠ Measure factors you only have control over; it is worthless asking for features that you know you do not have the capability to influence
	∠ Avoid being ambiguous. For example the question: “ Is XYA CO. good?” can be interpreted as “the company has good skills” or as “the company is morally ethical”
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	Select a relevant sample size
	∠ This should be only your customers; in addition you can sub-divide them into different panels so that you can discern the differences between them and convey further juxtaposition. For example: males vs. females; people under 30 vs. people above; undergraduates vs. graduates, single vs. married, etc.
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	Beware of the “SHOULD NOTS” of question wording; the question should not
	∠ Assume criteria that are not obvious
	∠ Be beyond the respondent’s ability or experience
	∠ Use  a specific example to represent a general case
	∠ Request the respondent to recall specifics when only generalities will be remembered
	∠ Require the respondent to make a generalization
	∠ Ask for details that cannot be related
	∠ Use words that overstate the condition
	∠ Have ambiguous wording
	∠ Be “double-barreled” (for example the question: “Are our prices and service competitive?” asks for two variable in one question assuming that the answer will be the same which is definitely not necessarily true)
	∠ Lead the respondent to a particular answer
	∠ Have “loaded” wording or phrasing
	GOOD LUCK!
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