Introduction

Abstract

Surveys have become a major part of our lives. In an era in which the wealth of information is highly accessible and rapidly changing many use surveys to inform knowledge, challenge existing assumptions, and shape policies. Surveys are used by so many for so many different purposes that at times one may think that conducting a survey is as easy as walking in the park. For many, surveys are simply collecting information by asking questions; nothing sophisticated or difficult, kind of “ask and you will know”. This short introductory chapter lays the ground for the following chapters, by demonstrating the complexity of survey methodology, and the importance of adhering to rigid methodological guidelines that are guided by the total survey error theory.