At the 2011 J.Boye conference in Aarhus Denmark, I had the opportunity to run a workshop on surveys.
We focused mainly on the practicalities of better surveys: how to write better questions and how to run a good survey process from start to finish.
To finish, we had a quick look at the topics covered in two of the books on survey methodology that I’ve found most useful. We focused particularly on the challenges of coverage error, non-response error, sampling error, and measurement error.
(Short version: you’ll never get good data if you ask the wrong question, no matter how many people you ask).