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analysis answer approach asked attitudes average bias bibliography business research calculated catalog classified club cluster cluster sampling concepts concern consider control groups corporate correlation cost decision dependent variable determine develop dimensions discussion distribution effect employees error estimate evaluation example experiment experimental factor analysis factors Figure important income indicate interest internal validity interval investigative questions mail survey major Marketing mean measure method nonprobability sampling null hypothesis objective observation operational definitions opinion percent personal interview population problem procedure product managers questionnaire reference relationship research design respondent response rates scale scores secure selected shoe simple random sample situation social sources specific SPSS standard standard deviation standard error statistical suggests Table techniques telephone Thurstone scale tion TJ TJ TJ topic typically variance workers York