The two basic steps in QUESTIONNAIRE DESIGN are: O1) Write a series of interesting questions; and 2) Select a graphical approach to displaying the questions O1) Define a target segment of respondents; and 2) Pick an existing survey instrument from a prior study O1) Create incentives for respondents to answer questions; and 2) Make the survey consistent with the incentives 1) Let decision-makers vote on the questions they want; and 2) Fit the most popular questions into a form for the questionnaire O1) Fit the survey method to the purpose of the research; and 2) Create and test clear questions and response scales