Learning Objectives

After completing this chapter, you should be able to:

1. Explain when the use of opportunity samples would and would not be appropriate.
2. Describe how probability sampling can lead to samples representative of the population.
3. Discuss what is meant by bias and stability in survey designs.
4. Describe simple random sampling and how it is done.
5. Describe the advantages of stratified random sampling over simple random sampling.
6. Describe area probability sampling plans.
7. Discuss some of the lessons on how to conduct survey research learned by George Gallup.
8. Describe how point estimates and 95% confidence intervals are calculated and interpreted in survey research.
9. Explain what is meant by the nonresponse bias and how it can be minimized.
10. Describe the volunteer bias as well as strategies for minimizing this bias.