When discussing survey forms, questions about behaviour are often called “factual questions” to distinguish them from questions about opinion or perceptions. The use of the term “factual” is a misnomer, however, and in this article we’ll look at why.
There’s often a need to measure importance. For example, a government body may want to measure what services are most important to the public. But measuring importance accurately is more difficult than it might sound. In this article we explore the best ways to make such measurements.