In order to properly measure, for example, the customers' preferences regarding a product, it is important for a survey to ask the correct questions and in the correct manner.
What are the advantages and disadvantages of conducting a face-to-face interview compared with a less personal approach such as having someone fill out a questionnaire online?
What are the advantages and disadvantages of having structured questions compared with unstructured questions?
What are the advantages and disadvantages of asking open-ended responses compared with structured responses?
What are some alternative response strategies?