the questions should always remain as unbiased as possible.

For instance,
mentioning a specific product and service that is in the ideation phase and
asking for feedback on it is unwise. Rather, ask broad questions about the
kinds of qualities and features your customers enjoy in your products or
services and incorporate that feedback into constructing your new
merchandise.

Questionnaires can be a more feasible and efficient research method than in-

depth interviews. Questionnaires are a lot cheaper to conduct than in-person
interviews, which require paying interviewers for their time. They also save
time, for both parties, as customers can fill it quickly on their own time and
employees don't have to take time out of their days to sit in on interviews.

Lastly, questionnaires can capture a larger audience. While it would be

impossible for a large company with upwards of tens of thousands of
customers to interview every single customer in person, the same company
could potentially get close to receiving feedback from their entire customer
base when using online questionnaires.

The point is that a questionnaire reaches as large and diverse an audience as

possible. When considering your current products and services, as well as
ideas for new products and services, it's essential to get the feedback of the
existing and potential customers as they are the ones who have a say in
whether or not they want to make a purchasing decision.