I'm no expert in survey design, but I know a thing or two about the basics. It's pretty researcher-nerdy of me, but I actually enjoy filling out surveys for other companies, not only because I like to share my opinion but because I take interest in seeing how other companies put theirs together (it's a great opportunity to get ideas for questions for future research projects).
I especially love it when I stumble upon what I like to call "survey no-nos" - questions, wording or anything else that should typically be avoided in questionnaire design (e.g., leading questions, no opportunities for open-ended responses, etc.) Here are a few gems I encountered while taking a customer experience survey for a recent stay at a Holiday Inn Express.
My immediate reaction to this page of scale questions was that the scale is going in the wrong direction. Rather than ranking each item from 10 to 1, it should be read across the page, left to right, from 1 to 10. If you're administering the survey to people who were educated to read from left to right, they're likely going to be confused that the scale is flipped. They may not even notice it. This may cause issues with your data if people don't actually read the scale at the top and just assume it's in the order they're used to.
On this next page, respondents are again asked to rank each item. My issue here is with the fourth item down: "Holiday Inn Express is a brand for me." What does that even mean? What are you asking? It looks like they're trying to gauge whether or not people think of a Holiday Inn Express as a brand. If so, how do you define brand? The word "brand" has many different emotional, psychological and cultural implications, and could be interpreted to mean different things. Suggestion: don't use wording that is open to any sort of interpretation, unless you operationalize those words for the respondent.
I don't have a screen shot of them, but there were two other questions in this survey that bugged me. One asked the respondent to quantify the number of nights they have stayed in a hotel within the InterContinental family of hotels (of which Holiday Inn Express is a member) within the past 12 months. Then it asked the respondent to answer the same question again, this time for non-InterContinental hotels. There are a few things wrong with this. First, how is anyone going to remember how many nights they've stayed in any hotels in the specified period of time - one year?! Self-reported questions about behavior or anything requiring the respondent to remember such things probably won't yield very accurate data. Second, will people recall the names of each and every hotel chain they stayed at during that time? Third, this question is just too much work. If I weren't so into taking surveys and sharing my opinion, and were I not a believer in Research Karma, I would just enter some random estimate off the top of my head and move on. Finally, if you're not paying people to take a survey, don't ask them to do more work than can be accomplished in a few minutes and a few clicks.
Lastly, there was an open-ended question that allowed respondents to provide more details if they reported having an issue at the hotel. However, the response box only allowed for 999 characters. When I filled mine in, I used up most of the space to discuss a rather serious occurrence that took place during my stay. There were a couple other issues I thought the hotel management would like to know about (lack of electrical outlets near the bed, slow internet, clogged toilet). Alas, I had run out of characters and didn't have the room. Respondents should be provided with as much space as they need to elaborate if they so choose. Some people probably don't need much space, I don't see any benefit in limiting them except to save time on the analysis end. I'd stay away from doing this to maximize the opportunity to collect good data if that's what people are willing to provide.