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There are three reasons you should politely decline if people are asking you to participate in Mtx 15 survey:

(1) Your view will probably not be represented in the questions, at all. I received a phone survey that asked me if a repair person was "neat," which is not nearly at the top of my priorities. He didn't repair the item as he should have done, but I wasn't asked about whether the main purpose of his visit was fulfilled.

(2) Your view must be packaged with others, and diluted so much as to become no more than a statistic. Like being a number?

(3) You'll probably be used to perpetuate the status quo, rather than for the purpose of introducing change and reform. As my mentor, Peter F. Drucker once lamented, "You can't survey what doesn't exist," so you won't be asked to envision or to propagate a better reality, only to affirm and to rank order what is already here.

Today's surveys and researchers stack the deck so you'll report your experience mostly in terms of "good, better, and best," because they can sell those results to corporations hungry for positive P.R., for customers and for profits. They won't seek out the completely polarized, the utterly disenfranchised, or the totally unplugged, as I am, as a general rule, from watching TV and listening to radio.

If you agree that contrary to what one famous survey company contends, the best car on the market isn't the one that has only a reported 95 flaws per 100 vehicles sold, versus the runner-up that has 96 flaws, then you'll decline in propagating that sham and similar ones.

You'll loudly protest that ranking them #1 and #2 only serves only the manufacturers' purposes, and not those of consumers. The least flawed car will still deliver a miserable ownership experience.

Last week I was asked by a famous research company if I wanted to be paid more than $400 to allow them to monitor my TV viewing habits. As you might imagine, I won't be joining that elite group of Americans whose TV habits are so closely observed.

If you're interested in better ways to tap into consumer sentiment and customer satisfaction, contact the author.

Dr. Gary S. Goodman is a top trainer, conference and convention speaker, sales, customer service, and negotiation consultant, and attorney. A frequent expert commentator on radio and TV, he is also the best-selling author of 12 books, more than 1,000 articles and several popular audio and video programs. His seminars are sponsored internationally and he teaches at more than 40 university extension programs, including UC Berkeley and UCLA. Gary's sales, management and consulting experience is combined with impressive academic credentials: A Ph.D. from USC, an MBA from the Peter F. Drucker School of Management, and a J.D. degree from Loyola Law School, his clients include several Fortune 1000 companies.

His web site is: http://www.customersatisfaction.com and he can be reached at: gary@customersatisfaction.com - His blogs include: YOUR CUSTOMER SERVICE SUCKS! and ALWAYS COLD CALL! at: http://www.alwayscoldcall.blogspot.com