To obtain really useful information from surveys requires a combination of careful consideration of how the information is to be used and how best to ask for it to enable appropriate analysis.
It will be a mixture of hard and soft information covering the necessary subjects and to enable sub-sets in the data to be identified. Different forms of questions enable different approaches to the analysis and thereby how the information can be used in your models or decision processes - you don't want to be left with the thought "I wonder whether they meant this or that".
Many research projects are an iterative process of drafting, testing and revising so that the survey evolves towards the needs. It may be phased using different methods at each phase as the detail to be included is sought and then the survey constructed and fielded.
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