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Samplingunit howmanypeople shouldbesurveyed samplesize

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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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