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Here is a simplified answer to a complex querey:

A survey is by definition " PRIMARY RESEARCH", which is the attainment of response data, as opposed to "SECONDARY RESEARCH" which is the analysis of existing data. There are many factors involved in the development and management of any properly conducted research project.

1: Assessing the real 'purpose' for the research. Different needs require different 'types' of research methodologies. First ask yourself; "What is the specific end use for the response data developed from the research?

A: Does the purpose require quantitative data? Or qualitative data?

In most cases, a "survey" will produce quantitative data.

"Focus Groups" are frequently conducted to develop qualitative data.

B: Is there a need for statistical validation of the research?

When you see a 'POLL' reported in the media, you often see a note that the data has a specific 'margin of error', in most cases around 4%. This means that the poll was based on a mathematical probabilities constant, with a sufficient number (sample) of randomly selected individuals polled to assure that the data developed is truly indicative of the specific beliefs or habits of the "universe".

2: It is necessary to understand several terms to properly approach statistically valid primary research.

A: Target... The population to be queried.

B: Sample... The "sample" is the group of potential respondents to be queried. It is a sub-group of the...

C: Universe... The group containing EVERYONE that falls within the specifications of the target population of the research. (i.e. registered voters, democrats, southern democrats, southern democrats from Alabama, southern democrats from Mobile, Alabama etc.)

D: Bias... Systematic error introduced into sampling or testing by selecting or encouraging one outcome or answer over others.

E: Random... a process of selection in which each item of a set has an equal probability of being chosen.

That is more than enough for this answer, but if you want more, just ask.

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