peter11435 said:
Really. So you honestly think it is better to give people a survey asking them there opinions, rather than simply listen to their opinions as they openly praise the attraction and talk about it with there friends and family.
Well, now you've asked me a question about a subject on which I do happen possess a great deal of expertise. Matter of fact, survey design, collection and analysis is a large part of what I do for a living.
Having said that, surveys are one of several data collection methods. Most experts understand that you can't fully trust any single data collection method, so you always want to utilize at least two or more whenever possible. Each has it's advantages and disadvantages and each has it's own level of credibility. Here is a list of methods:
Focus Groups: Ideal group size is 10 to 20. A skilled and unbiased facilitator asks questions of a group of people and records the answers. Facilitator should be someone who has no stake in the outcome or results of the focus group. Advantages to this method are that it is efficient (you can ask a group of people all at once versus one at a time) and also you can clarify answers that may be unclear. A major disadvantage is that some group members may influence the opinions of others.
Surveys: Done electronically or by paper. Should not take more than 30 minutes of the person's time to complete. Should be a mix of open ended questions, rating scales, and forced ranking responses. Should be anonymous in order to maintain the validity and integrity of the survey. Advantage is that it's the most efficient means of collecting opinions from a large number of people, at various times and over a given period of time. Disadvantage is that some open-ended responses may be unclear.
Observation: Should be done by a skilled individual who has no bias or stake in the results or outcome of what is observed. Observer watches reactions of large groups. Advantage is that the information is collected in "real time". Disadvantage is that it's largely unreliable, as it's based solely on the perception of the observer. Also inefficient.
Existing data: This would include data such as attendance records, number of people riding, number of people re-riding, etc. Advantage is that it's based on actions and behaviors as opposed to just opinions. Disadvantage is that other variables may skew the data.
What else would you like to know about this topic?