I'm going to play devil's advocate....

How much total development man-hours was spent creating this infrastructure, the web interface and all of the reporting?

For $2000-$3000 this can be outsourced to one of several ASP's who's toolsets allow for any type of survey question format imaginable. In return, they pass back a complete dataset that can be imported/analyzed using any off-the-shelf statistics package.

This is not a question of "Can we do this?". Of course we can.

It is a question of "Should we do this?" I argue that there are several outsource vendors that can get this done much more cost effectively.