Designing and Testing Customer Satisfaction Surveys on WWW Sites
http://www.stc.org/confproceed/1997/PDFs/PG298-.PDF

Feinberg, Susan G. and Peter Y. Johnson
STC Proceedings
1997

Abstract:

The types of surveys being conducted on the web fall into two categories: surveys that determine who is using the WWW and surveys that determine customer satisfaction with the product or service. To the survey guidelines described by GVU, we add five guidelines for designing web customer satisfaction surveys based on reviews of recent surveys and browsing the web: (1) Begin with a clear mission statement. (2) Classlfy current users of the site. (3) Report the results online. (4) Limit the length of the questionnaire to no more than 25 multiple-part questions. (5) Limit big graphics.