Online surveys have become the digital marketer’s chainsaw.

A terrific research tool that can butcher marketing strategy with bad techniques and bad assumptions.

“Research is the foundation of marketing strategy, providing real insight into customer needs and motivators. However, with do-it-yourself online surveys, it can go seriously wrong,” says John Parikhal, partner with Breakthrough Management. Parikhal has been conducting marketing research for over 35 years for organizations such as Viacom, Scholastic Publishing, and Pepsi.

Read more at Forbes.