Approachbestsuitedforgathering descriptiveinformation

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Unformatted text preview: and. • Must be relevant, accurate, current, and unbiased. • Must determine: – Research approach – Contact methods – Sampling plan – Research instruments 4-15 Observational Research • The gathering of primary data by observing relevant people, actions, and situations. • Ethnographic research: Ex. Bacardi People – Observation in “natural environment” • Mechanical observation: – People meters (TV measuring how long people watch TV) 4-16 Survey Research • Most widely used method for primary data collection. • Approach be...
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