Superintendents and school boards should get the most accurate information they can when making policy decisions--and that means data, not anecdotes and impressions. This article discusses factors to consider in conducting a survey. A good survey starts with the basics: Ask the right questions of a good sampling of the defined population; take into account confounding factors; and analyze data in a dispassionate fashion. It is also important to hire a reputable firm to do the research. They provide a complete range of services--creating the questionnaire, sampling, interviewing, analyzing data, and writing and presenting the report. However, hiring a reputable firm to do the research does not mean bowing out of the process entirely. The superintendent and school board should actively participate in the initial stages of the development of the survey and should ask questions throughout the process.