As the examples above show, different survey designs, methodologies and population characteristics will dramatically alter the results of a survey. Therefore, it behoves a company to make absolutely certain that their survey process is accurate enough to generate a true representation of their customers' opinions. Failing to do so, there is no way the company can use the results for precise action planning.

The characteristics of a survey's design, and the data collection methodologies employed to conduct the survey, require careful forethought to ensure comprehensive, accurate, and correct results. The discussion on the next page summarizes several key "rules of thumb" that must be adhered to if a survey is to become a company's most valued strategic business tool.