Surveys, now commonplace on the Internet, allow researchers to make inferences
about an entire population by gathering information from a small subset of the
larger group. Surveys can gather insights about people’s attitudes, perceptions,
intents, habits, awarenesses, experiences, and characteristics, at significant
moments both in time and over time. Even though they are easy to administer, there
is a wide gap between quick-and-dirty surveys and surveys that are properly
planned, constructed, and analyzed.