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Polling is a survey in which either all members of a particular group or a randomly chosen sample of respondents from a sector of the population are asked carefully constructed questions to elicit opinions about events, issues, organizations, and individuals. This entry reviews the nature of polling; then it examines public polls focused on corporate reputation.
The Nature of Polling
In a country such as the United States, with more than 320 million people, including approximately 240 million adults, it is impossible to measure the entire population. It is too expensive and too time-consuming. That is why measuring the entire population of the United States takes place only once every 10 years. This section explains the types of polling, poll samples, poll questions, and the practice ...
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