This paper describes a novel method for the delivery of an introductory module on survey sampling at a third?level institution. As part of the module, students undertake a practical survey that is of interest not only to themselves but also to university administrators and other module coordinators. Unlike many data collection activities used in class, these data have intrinsic value. This module is shown to produce students with a high level of expertise in survey sampling. It also fosters in students (...) wider generic capacities, such as information, communication and problem?solving skills and teamwork and leadership skills that prepare them for further study and employment. The emphasis on activity?based learning has led to increased student participation, improved examination results as well as enhanced student satisfaction with the module. (shrink)