Methods and Guidelines to Avoid Common Questionnaire Bloopers
http://www.stcsig.org/usability/newsletter/0301-surveybloopers.html

Wilson, Chauncey E.
Usability Interface
2003

Abstract:

Over the years, I’ve often heard colleagues say 'let’s throw a questionnaire together and find out what our users think about our product.' Implicit in this statement is the assumption that questionnaires are easy to design, administer, and analyze. This assumption is far from the truth.