Survey techniques need to be evaluated carefully for built in bias. Built in bias includes:

• the way questions are asked (questions can be loaded, eg 'When did you stop lying to your boss?')
• selectivity of areas surveyed
• cultural biases
• interviewer reactions that can influence results.

Survey techniques include the following.

• One on one conversations - These are useful to get more detailed individual comments which could provide in depth information.
• Focus groups - These are useful to get 'gut feeling' or emotional responses from a target market type of group.
• Brainstorming sessions - These are good for developing new ideas, concepts, approaches and all aspects of the business.
• Mail, telephone and personal interviews - You might use these to get a wider sweep of a potential target market.

You can also segment your dispatch or calls to select different types of groups so you can get a variety of feedback to guide you in business decisions.