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Pitfalls of Quality Measurement

What are some pitfalls or shortcomings of Quality measurement? Examples?
If placed in charge of your organizations QI department, how would you determine what is important to measure in an organization?

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Quality measurement is an important aspect in any health care facility. Providing quality services to the community and patients is a main priority. Some pitfalls or shortcomings of quality measurement would be the use of surveys. At my place of employment a quality survey is mailed to every in-house and emergency department patient. The shortcoming of this is ...

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The solution is comprised of information on the shortcomings of quality measurement in healthcare.