Clear definition of the survey population. If possible, the survey population should be uniform or have a uniform shared characteristic. For example, you may want to survey all Public Relations firms within a single metropolitan area. Anonymity precludes follow-up efforts to assure responsiveness, so if possible only confidentiality should be promised. Acceptable response rates vary depending on the survey method and target population, but higher rates are generally better.
Confidentiality is an important aspect of all survey methods.
Use appropriate measures As obvious as it may seem, in a satisfaction survey questions should ask about satisfaction. Such direct questions, however, will often be the most threatening to the agency being evaluated. Avoid measures which allow evaluation of individual employees. Clarity Instructions and question wording needs to be clear. The purpose should be clearly stated.