There are two kinds of surveys. Those in which you yourself want to find out something and those which aim to confirm the way you see things.
The requirement that surveys are carried out scientifically ought to go without saying (empirical social research). But when it comes to using the findings of a particular survey in your communications work, it is not enough for the survey to measure the right thing correctly. The findings must also be presented in a way they can be assimilated quickly.
The trick is to reconcile scientific conciseness with usability – e.g. for media work.
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