I’ve been receiving surveys from places from which I purchase stuff on the internet. I’m sure you do, too. The surveys are far too long, are always “forced choices” (rate us on this scale), and are non-intuitive. I’m constantly told to go back, i did something wrong or failed to answer one of the questions.
The result is that I trash them. Besides, most people who take the time to answer surveys self-select. That is, they are either very happy or very angry. The people in the middle—the preponderance of purchasers—are not really sampled (also one of the drawbacks in pre-election surveys).
If you want to know what I think of your products and services, make it simple, painless, and fast: Did we meet, fail to meet, or surpass your expectations, and why do you feel that way?
It’s that simple. But then again, that’s why I make the big bucks.