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analysis answer approach areas asked attitudes average bias bibliographies business research calculated catalog classified club cluster cluster sampling concepts concern consider control groups 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 present problem procedure product managers questionnaire reference relationship research design respondent 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 U.S. government variance workers York