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  • In survey research, a sample of people is chosen to represent some larger group.
    • The sample is asked a series of questions about their behavior, thoughts, or attitudes.
    • Even a very small sample can predict how a larger group would respond.
  • Survey research has several potential pitfalls.
    • If the sample is not representative, the survey will have little meaning.
    • People may respond inaccurately if the survey includes loaded questions.
    • Survey respondents may not want to admit to socially undesirable attitudes.







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