Survey Research

Survey research is the most common form of public relations research.  Through the use of specifically worded questionnaires and a carefully selected sample, researchers are able to make judgments about a much larger population.  The degree to which survey results can be seen as being representative of a larger population depends on the methodology used.   Survey research is generally conducted in three ways: through face-to-face interviews, over the telephone, or through self-administered questionnaires.   What follows is a checklist for the conduct of survey research:

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