Step number one in any research process is to ask, “why are we conducting this survey”? Everything will flow from the answer to this question including the method and the questions you ask. All too often, even before determining our objectives, we have decided that we need to do an online survey. In my mind, this is putting the cart before the horse. If we put our goals and objectives first we may realize that focus groups or face-to-face interviews are a far better alternative.