A respected business speaker once said, "Ask no questions, you get no answers. Ask the wrong questions, you get the wrong answers. But, ask the right questions and you'll get the right answers!" To add to that thought... not only do we need to ask the right questions, we need to ask the right people and we must be prepared to actually DO SOMETHING with the results of our survey. Nothing is more frustrating (and ultimately counter-productive) than being asked your opinion over and over only to see nothing is actually being done as a result.
What is the purpose of a survey?
How do you determine what questions to ask?
What can be done to ensure the highest level of honest feedback from those taking the survey?
How are results tabulated so that wise business decisions can be made from what you learn?
Why would you want to compare your results data to that of award winning companies and organizations?