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A Professional and Practitioner's Guide to Public Relations Research, Measurement, and Evaluation, Third Edition by Don W. Stacks, David Michaelson

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CHAPTER 8

Sampling

One of the most significant challenges in any form of research is ensuring that respondents participating in a study are the right individuals. This process starts in the stating of study objectives where we define the research and information needs and, in turn, determine which stakeholder group is the most appropriate audience. As noted in Chapter 7, these individuals can be defined in a multitude of ways that range from simple demographic descriptions such as women who are 18 to 34 years old to complex definitions that incorporate geographic, demographic, and attitudinal characteristics.

Regardless of whether the description is simple or complex, the challenge remains the same for the researcher. That challenge ensures that ...

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