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How to Use Online Surveys

Do them right, and online surveys can be very revealing.

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This story appears in the January 2007 issue of Entrepreneur. Subscribe »

By now, you've probably used some sort of online survey tool to quiz site visitors. These tools--offered by companies such as QuestionPro, SurveyMonkey and Zoomerang--allow you to find out what your customers like and what they don't. And with costs generally ranging from free to about $20 a month, web surveys are a cost-effective tool.

"Gathering feedback from customers has [a] great impact on any organization's business model," says Esteban Kolsky, a research director at Gartner Inc. in Stamford, Connecticut. "Feedback, when used correctly, can increase cross-sell and upsell transactions by 15 percent to 20 percent."

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