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From page 11...
... 9 CHAPTER TWO SETTING THE STAGE: OVERVIEW OF PUBLIC OPINION RESEARCH METHODS individuals surveyed accurately reflects the population of interest. If this challenge is met successfully with a probability sampling method (often achieved with a random sampling design)
From page 12...
... 10 to a larger population. For this reason, qualitative research is often conducted before a survey to develop survey topics and questions.

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