You want to know something you can't test -- what people are thinking and what they say their behaviors are or are likely to be. Maybe you want to know what they know. You're going to have to ask them.
The way to achieve this is with surveys and polls -- common forms of sampling. It's a sample because you can't ask everyone so you ask some and your shoot for a measurable level of confidence that what you did get in responses is representative of what you didn't get.
The problem is that a poorly designed and/or executed survey or poll is worse than useless.
In this session you will learn the fundamental elements of survey/poll design, execution and interpretation and will learn to recognize fatal flaws in sometimes good-looking surveys and polls.
Learning Objectives:
Attendees will gain an understanding of the fundamentals of survey and poll design, implementation, data interpretation, and findings presentation.
Attendees will gain an understanding of common and sometimes fatal mistakes made in all aspects of surveying and polling.
Attendees will gain an understanding of the role of surveying in data collection and when to think about a survey is a good tool and when to consider other possible data collection tools.