in this country
we expect commerce and industry, local and national government
to take account of the differing needs
and opinions of the people.
those who influence the lives of 64.1 million citizens to base their work
to find out
what people really think and feel and prefer
to help people
never appear to be bored by anything a respondent says
nothing is more likely to irritate a respondent than the suspicion that
you are uninterested in their opinions.
Obtaining a full answer
to an apparently straightforward question
is not always the simple matter it may seem.
Respondents tend to answer questions
indirectly or go off
at a tangent
give answers so vague that they hardly qualify
or be so hesitant about expressing a definite
they will say don't know rather than say what they really think.
They may also say don't know out of apathy
use vague ambiguous
like nice or good
I like it
and give no reason
as to why they like it.
In all these cases make another attempt to get a fuller answer.