. When gathering ratings on items / features / competitors, use the same Likert scale for meaningful comparisons. . Survey mistakes should not be present (i.e., complex questions, leading and loaded questions, ambiguous questions, double barreled items, order bias, overlapping response options, etc.). Your survey must include the following: 1. Introduction Develop a short introduction that states the purpose of the survey. Note that your survey is to be "blind," so be sure not to reveal your client