Implementing online surveys is a fast and inexpensive way to gather key customer or prospect data. Why is it that more companies are left either stymied by their survey results or disappointed by the lack of participation?

Unfortunately, many surveyors fall into the same trap over and over again when it comes to building surveys. Although online tools are widely available and easy-to-use, the work of creating an effective survey begins long before you logon to your chosen survey provider. Upfront planning ensures a meaningful, relevant, and highly successful survey.

And to help you plan more efficiently, we've pulled together 5 common survey mistakes to help you avoid the "less-than-ideal" survey syndrome!

1. Not determining your survey's objective. So why are you conducting a survey? Define what it is that you want to learn before you take another step (determine invitees, write questions, etc). Do you want to measure your customer satisfaction or brand perception? Do you want to probe for new features for your product? Or do you want to identify how to improve your current service offering? Each is an excellent question, but heed this warning: Do not try to do all of the above in one survey. Your audience will not have the patience to answer all of those questions, and—worse yet—they will get confused and irritated and your company's brand will suffer the consequences. Before you sit down to write your questions, determine your survey's objective and evaluate every question you pose against that objective. If the question doesn't serve your main goal, toss it.

2. Failing to invite recipients to participate. Many companies create their survey, send out an email blast, and are puzzled when only a few folks respond. The missing step? An invitation! It is important to respect your audience's time by asking for it. Send out a note from the CEO that announces a survey will arrive via email within the next 48 hours and invites the recipient to respond. Clearly articulate the intent of the survey and establish how long the survey should take to complete. Thank the participants in advance for their time and participation. Remember, just because this process is automated does not make it any less personal and you are asking for information from some very busy people. Also, consider offering a "thank you" gift as extra incentive.

3. Including poorly written or structured questions. Avoid ending up with meaningless or difficult to understand survey results. Review your questions to make sure you are not using double negatives, acronyms, or obscure technical or industry jargon. Assuming your audience comprehends any out-of-the-ordinary language is a costly assumption. The more clearly your questions are written, the more quickly and clearly your participants will respond. Complicated questions (i.e. "if this, then that, then what?") are time-consuming to read and digest, and are a turn-off to participants. The idea is to be concise, clear, and brief—otherwise you will watch your survey being abandoned over and over again.

4. Asking too many open-ended questions. Experts agree that open-ended questions are more likely to yield vague, brief responses—or no response at all! If you want specific information, ask specific questions. To collect the additional anecdotal data you're looking for, the best place for an open-ended question is as a follow-up to a specific yes/no, multiple choice, or rate-response question. Focus the participant on the concept or issue first, ask them a specific question, and then offer them the opportunity to further elaborate on the topic at hand. If they have a comment, they'll give it. If not, they've moved on to the next question and are one step closer to completing the survey.

5. Sending out your survey on the less-optimum email days: Friday, Saturday, Sunday, or Monday. If your poll isn't ready to send on a Tuesday, Wednesday, or Thursday, don't send it. To get maximum response, avoid the beginning and end of the workweek as well as the weekend. Everyone receives too much email, and clearing out our inboxes on Monday morning is a big part of starting the workweek. Don't let your survey fall victim to this routine "house-cleaning." Also, don't forget to test your survey before sending it. There is nothing more irritating than deciding to fill out a survey, and a) it doesn't launch properly or b) your participant's responses are not successfully submitted after they've taken the time to thoughtfully answer the questions. Testing the survey with a few respondents to make sure it is functioning properly and typo-free—and that the questions are clearly written—is a quick and easy step to ensure success.

Surveys are an excellent tool to reach out to customers, prospects, or employees, and when executed properly, allow you to collect invaluable data quickly, easily, and inexpensively. Avoid these common mistakes with your next survey, and reap the benefits that timely, relevant information can provide to each and every aspect of your business.