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Understanding Your Users, 2nd Edition by Kelly Caine, Catherine Courage, Kathy Baxter

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Chapter 10

Surveys

Abstract

Surveys can be an extremely effective way to gather information from a large sample in a relatively short period of time. The problem is that a valid and reliable survey can be very difficult to design; yet surveys are perceived as very easy to create. It is just a bunch of questions, right? Well yes, but the questions you choose and how you ask them are critical. A poorly designed survey can provide meaningless or—even worse—inaccurate information. Additionally, how you choose your survey respondents will greatly impact the validity and reliability of your data. In this chapter, we hope to enlighten you about this process. Surveys can provide you with great data, but you must be familiar with the rules of creation, ...

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