[njarboe]

The customer that fills out a survey must be a very select group of customer. If the response rate is in the single digits of percent, what about the rest of the people? Setting company policy on just this small fraction of customers could be the path to failure.

[covemarkets]

correct, and that's why surveys need to be as scientific as possible in order to avoid various biases that skew the results. hence qualtrics and not surveymonkey for serious survey research.

[njarboe]

How does Qualtrics get people who refuse to answer surveys to do so? Come to their door and offer big bucks and then weight those answers heavily?

[covemarkets]

I don't know, but the key is to properly account for the biases in responses of those who do answer. Substantial percentages of people do answer surveys. Don't make the mistake of thinking along the lines of "i would never answer one, therefore nobody would"