3 Personal Opinion Surveys The main way of collecting information is by asking questions their answers constitute the data to be analysed.
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Generally information is to be collected from only a fraction of the population, that is a sample, rather than from every member of the population.
In this chapter we will concentrate on surveys of this type where data is collected by means of a questionnaire completed by the subject. This excludes surveys that use a semi-structured interview schedule administered by the researcher. We will also exclude surveys using
mainly open-ended questions, surveys based on observing participant behaviour and data mining exercises. Thus, we restrict ourselves to surveys that collect quantitative but subjective data (concerning individual’s opinions, attitudes and preferences) and objective data such as demographic information for example a subject’s age and educational level.
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