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Incentive or not? Best practice is to not use the incentive to pull people towards your survey but rather to make them complete it. Using the incentive "win an iPad" and sharing that on Twitter will get people who rush through your survey and skew your results. Similarly the prize might affect the results. Winning an iPad is more alluring to someone who is younger or likes technology/Apple.
Avoid relying on open questions or questions that can be interpreted in multiple ways. i.e. "Do you like this restaurant?". Someone could like or dislike the staff, the d�cor, the pricing, the starters, the desserts, the cocktails. Be specific - stick to a single issue. Ask for people�s opinions about single factors in a matrix with an option for �overall� if necessary.