Follow-Up on Survey Questions

Commenting on an entry I wrote last month, "Sandra" asks:

"So, how does one determine what question belongs in a survey and one that doesn't and how does one determine the 'negative price' of a service?"

That's two questions:

How do you determine what questions to include in a survey?
How do you determine the "negative price" of a service?

The answers to both questions are complicated, but I will do my best to tackle them over the next two days.

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