Reading review questions for Chapter 8: Survey Research Be familiar with the three forms of applied survey research: Political polls, market research, and evaluation research. What are the typical kinds of issues being addressed by each of these? • Political Polls – Public opinion research conducted to describe public opinion on political issues and potential voting behavior. • Market Research – Public opinion research conducted to describe consumers’ attitudes and product preferences. • Evaluation Research – Public opinion research used to assess the performance of specific, programs, products, and/or organizations. For Communication research, understand what a correlational design is & what a secondary data analysis consists of. • Correlational design – A research strategy that assesses all of the variables of interest at one point in time to describe the relationships among those variables. • Secondary data analysis – Reanalysis by one scholar of data collected by someone
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