When I worked for AT&T Worldnet I was subcontracted by the company contracted to handle the surveys of their customers. I helped build the gihungous application that asked rotating questions, grouped them, tabulated them, and otherwise were analyzed by the marketing app software company I consulted with.
Never ask more than 3 questions at a time, preferably one.
Avoid yes/no. Use ratings instead.
All questions were based on satisfaction or not satisfied levels, on a scale of 1 - 5 (if I recall, 1 was very satisfied and 5 was hated it, the reverse of how I thought it should be.
This metric format made it easier to produce charts for stakeholders.
Questions were things like "Did you find what you were looking for", "Please rate your experience with our [service, product, phone contact, etc.] and "On a scale of 5 for "never" and 1 for "Definitely", would you refer us to [insert type]"
Rotating questions allows for variety, attracting return visitors, and I know there were other reasons but I forget now
Edited by cre8pc, 21 February 2013 - 05:12 PM.