MGMT 105 Chapter Notes - Chapter 9: Competitive Intelligence, Doubleclick, Contingency Table
Document Summary
Ethnographic research , or the study of human behavior in its natural context, involves observation of behavior and physical setting. An experiment is a method a researcher can use to gather primary data. The researcher alters one or more variables price, package design, shelf space, advertising theme, advertising expenditures while observing the effects of those alterations on another variable (usually sales) A sample is a subset from a larger population. A probability sample is a sample in which every element in the population has a known statistical likelihood of being selected. Random sample a sample arranged in such a way that every element of the population has an equal chance of being selected as part of the sample. Any sample in which little or no attempt is made to get a representative cross-section of the population can be considered a nonprobability sample.
