Survey tools are just a delivery method

The Magnetic Group recently posted their conclusion from a survey they had taken at The Weather Channel. It contained poorly worded questions with regards to the answers survey takers were given, in addition to unneeded lengthiness.

A few of the key observations from the article were:
-Poor surveys reflect poorly on the parent company
-Survey tools are only good tools if they are properly used
-Know what length your survey needs to be, and how many questions your participants will likely answer

Read the full article here. What are some other key points and guidelines you use when constructing surveys?