With the explosion of consumer-generated media, citizen journalists and consumer empowerment, opinion research is becoming an increasingly important building block of
communications strategies. It is often the best way to take the pulse of your target audience and then shape messaging accordingly; and, with the congruent growth of online
survey technology, it is also cost-effective. However, with all the pros of Web-based surveys comes a fair share of cons, thus making it essential for communications executives
to understand how to make their surveys - and the subsequent results - credible.