Air University Sampling and Surveying Handbook

To say that people's opinions and attitudes are more important now than ever before is very nearly an understatement. More and more we are
seeing individuals and groups relying heavily on the opinions and attitudes of customers, constituents, concerned citizens, focus groups, etc., to
provide information for decision making. It is also obvious to even the
casual observer that surveys (including paper-based questionnaires,
personal interviews, and telephone polls) play a crucial role in gathering
these opinions and attitudes.

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