Air University Sampling and Surveying Handbook: Guidelines for Planning, Organizing, and Conducting Surveys
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To say that people's opinions and attitudes are more important now than ever before is very nearly an understatement. More and more we are seeing individuals and groups relying heavily on the opinions and attitudes of customers, constituents, concerned citizens, focus groups, etc., to provide information for decision making. It is also obvious to even the casual observer that surveys (including paper-based questionnaires, personal interviews, and telephone polls) play a crucial role in gathering these opinions and attitudes.
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