 Let's say you want to ask your customers what features of your product or service they prefer. How should you ask the question? Should you just have them select all the features of your product or service they like or think are important? But what if they select all of them? Or none of them? That might not tell you much. Maybe you should try a ranking question where you ask your customers to rank the features of your product or service by how important or preferable they are to them. Then they can't get out of providing you some sort of information. Want to learn more about designing customer surveys? Take my free online course Understanding Research Forms, Surveys and Instruments. The link is in the description.