Start with good survey design, if you want good survey data. I recently took a brand awareness and positioning survey in the yogurt category that left me wondering how useful my answers were to the brands in question.
After some screening questions, I got one about familiarity with different brands of yogurt, the point at which I started questioning the survey quality. In this case, this question used the following 3-point scale:
1. Never heard of
2. Heard of, but never used