Before the main goal of the survey can be defined, the researcher has to fully understand the overall objectives.
在确定一次调查的主要目标之前，研究者必须完全理解（项目的）整体目标。
The best way to do that is by conducting stakeholder interviews.
了解整体目标的最佳途径是【涉众访谈】/利益相关者访谈
When I was preparing a recent customer survey for a web development company, I spoke with developers, project managers, communication managers, and team leaders at their organization.
在我为一个网站开发公司准备近期的客户调查时，我和开发者、项目管理者、运营管理者以及团队领导人一同进行了沟通。
As a result, I got the full picture of the company: their mission, their services, the types of customers they work for and the main touch points they have with their customers.
沟通之后我了解了公司的整体情况：他们的使命、他们的服务，他们服务客户的类型以及他们与客户的主要接触点。
This knowledge helped me determine one main goal for the survey.
The main goal of qualitative research is to gather an in-depth understanding.
Focused on answering why and how, it is used to gather users’ opinions, reasons and motivations.
定性研究的主要目的在于获取对需求的深入了解。
定性研究是用来回答“为什么”、“怎么样”的问题的。
定性研究用于获取用户的观点、理由和动机。
Quantitative research is to answer questions such as what, how much, and how many.
定量研究是用来回答“是什么”、“有多少”的问题的。
Quantitative methods help in prioritizing things and deciding whether certain ideas are worth to be developed.
定量研究用于给需求排优先级，帮助决策特定的需求是否值得被开发。
Attitudinal vs. Behavioral
Qualitative vs. Quantitative
Context of Use
http://www.uxbooth.com/articles/how-to-create-a-customer-experience-survey/
