It is no surprise that customers do not always follow directions.  Then, it is also true they do not follow directions when they complete surveys. Regardless of how clear instructions may be, people will accidentally interpret or defy them. Research scientists categorize this as response errors. It is an unavoidable (but correctable) fact of conducting a survey program. Therefore, the errors must be corrected using a systematic and consistent survey calibration process in order to obtain the utmost integrity, accuracy, and fairness.  You need this in order to create accountabilities from surveys. Without accountabilities positive change is not possible.  

Survey calibration assists in overcoming the doubt and apathy associated with most survey programs. People are provided a great opportunity to undermine your entire survey effort when survey calibration is omitted. Read on>