Apple Store Feedback is the survey Apple runs at www.apple.com/retail/feedback to get feedback from Apple product users. The survey has the same aim as all customer satisfaction surveys, to improve on their services.
This survey is specifically for the Apple Store and not a survey for Apple products like the iPod, iPad and iPhone. Therefore, completing the survey will only help to improve the Apple Store, not the products Apple makes. Although I’m sure that if you do leave a comment about one of their products when you complete this survey, it will somehow make it’s way to the right people.