When it comes to surveys, having good quality data encompasses many things like having a high response rate (see blog post here). But it also encompasses having representative sampling. The data should be like a chip off the old block; it should be just like your users as a whole in composition but on a smaller scale.
#1 – Only survey those you want to survey.
- I recently got a survey asking me to rate my satisfaction with one of the website’s products even though I haven’t used it; I’ve only read about the product on their website.
- In a user satisfaction survey, only survey those who’ve used your product, or at least make a response option like “Not applicable” available. Better yet, survey those who’ve used your product several times so that they have more of an informed opinion.
- Sounds obvious, but the website that made this mistake is arguably the most well-known website in the world. Sometimes it’s the obvious that gets overlooked.