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Designing and Conducting Survey Research: A Comprehensive Guide, 4th Edition by Richard A. Parker, Louis M. Rea

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CHAPTER ONEAN OVERVIEW OF THE SAMPLE SURVEY PROCESS

Surveys have become a widely used and acknowledged research tool in most of the developed countries of the world. Through reports presented by newspapers, magazines, television, and radio, the concept of considering information derived from a relatively small number of people to be an accurate representation of a significantly larger number of people has become a familiar one. Surveys have broad appeal, particularly in democratic cultures, because they are perceived as a reflection of the attitudes, preferences, and opinions of the very people from whom the society’s policymakers derive their mandate. Politicians rely heavily on surveys and public opinion polls for popular guidance in mapping ...

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