enterprise surveys with e-mail invitations to almost 100% in specific membership surveys. In addition to refusing participation, terminating surveying during the process or not answering certain questions, several other non-response patterns can be observed in online surveys, such as lurking respondents and a combination of partial and item non-response. Response rates can be increased by offering monetary or some other type of incentive to the respondents, by contacting respondents several times (follow-up), and by keeping the questionnaire difficulty as low as possible. There are draw-backs to using an incentive to garner a response. Non-bias responses could be questioned in this type of situation. The most concrete way to gain feedback is to publicize what is done with the results. To take concrete actions based on feedback and to show that to the customer base is extremely motivating to customers to continue to let their voice be heard. Acquiescence bias. Due to a phenomenon inherently present in human nature, many people have acquiescent personalities and are more likely to agree with statements than disagree - regardless of the content. Often, those people see the question-asker as an expert in their field which causes them to be more likely to react positively to the question asked. That being said, acquiescence bias (also known as the friendliness bias or “yea-saying”) manifests itself when a respondent shows a tendency to agree with whatever it is that you are asking or stating, even though they might not actually agree. Platform Issues. Lack of familiarity with the platform used can cause participants and clients confusion. Questionnaire design. While modern web questionnaires offer a range of design features (different question types, images, multimedia), the use of such elements should be limited to the extent necessary for respondents to understand questions or to stimulate the response. It should not affect their responses, because that would mean lower validity and reliability of data. Appropriate questionnaire design can help lowering the measurement error that can arise also due to the respondents or the survey mode itself (respondent’s motivation, computer literacy, abilities, privacy concerns, etc.). Post-survey adjustments. Various robust procedures have been developed for situations where sampling deviate from probability selection, or, when we face non-coverage and non-response problems. The standard statistical inference procedures (e.g. confidence interval calculations and hypothesis testing) still require a probability sample. The actual survey practice, particularly in marketing research and in public opinion polling, which massively