Unformatted text preview: st suited for gathering descriptive information.
• Can gather information about people’s knowledge, attitudes, preferences, or buying behavior. 4-17 Experimental Research
• Tries to explain causeandeffect relationships.
• Involves: – selecting matched groups of subjects, – giving different treatments, – controlling unrelated factors, and – checking differences in group responses. 4-18 Strengths & Weaknesses of
Contact Methods 4-19 Choosing the Sample
• Requires 3 Decisions:
• Sample – segment of the population selected to represent the population as a whole. Who is to be surveyed?
• sampling unit
– How many people...
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