Survey Field Guide: Qualitative Research Handbook

Author: Guo Qiang
Publisher:
Publish Date: 2004-01-01
Features: The key features of this series are as follows: First, it is detailed, covering all aspects of survey content with comprehensive and detailed information. Second, it is highly practical, enabling readers to apply and implement it in their work, which gives it value and significance. Additionally, the series includes numerous case studies, which is another distinctive feature. Learning from case studies is crucial for highlighting practicality.
In this era where public opinion takes precedence, in a society that values consumption, and in a time when surveys are ubiquitous, it is essential for everyone to master the fundamental tools for understanding others, recognizing society, and seizing business opportunities. This tool is survey research. Relying solely on intuition in social interactions, business, or daily life will inevitably lead to by the market and society. Since this is an era where public opinion is paramount, understanding and surveying public sentiment is the fundamental duty of governments and public officials. Public hearings are based on survey research. Superficial surveys are outdated. Providing professional survey techniques is the demand of the times.
The emergence of a buyer's market in China has made consumers the gods. Understanding consumer needs, grasping market trends, improving service satisfaction, and expanding product market share are the winning strategies for businesses in fierce market competition. Therefore, market research has flourished across China. As a fundamental tool for understanding society, seizing business opportunities, and knowing others, surveys are not only essential for government officials, market research professionals, and professional surveyors but also have become a compulsory course in China's universities and colleges. In modern society, survey research is increasingly becoming a basic literacy for the public, and it is also growing into a booming industry.
As a sociologist, I am willing to promote the popularization of sociological knowledge, including survey research knowledge, because the popularization of social science knowledge should be an important part of scientific popularization. As a sociologist, I also commend and support the efforts to industrialize survey research. Guo Qiang is a Ph.D. student I supervised, and he is passionate about disseminating and popularizing survey research knowledge, as well as the industrialization of survey research practices, which I fully support.
Compared to similar publications, I believe this series has several distinctive features: First, it is detailed, covering all aspects of survey research with comprehensive and detailed information. Second, it is highly practical, enabling readers to apply and implement it in their work, which gives it value and significance. Additionally, the series includes numerous case studies, which is another distinctive feature. Learning from case studies is crucial for highlighting practicality.