1.1 Freedom within a Framework1.2 Customer Wants and Customer Needs: Why the Gap?1.3 Define the Questions for the VOC1.3.1 Dimension 1: Only One Topic per Question1.3.2 Dimension 2: Avoid Asking Leading Questions Which May Force a Biased Answer1.3.3 Dimension 3: The Customer Is Willing and Able to Fully Answer the Question Being Asked1.3.4 Dimension 4: Verify that All People that Administer the Question Interpret It the Same Way1.3.5 Dimension 5: Verify that All Respondents Interpret the Question the Same Way