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Topic: Business
Number of pages / Number of words: 2 / 558
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(Cooper Chapter 8, pg 15)

Cooper. (2003) Business research methods (8th ed.). New York: McGraw-Hill

Explain the concepts of validity and reliability of data

Samples are used to study characteristics of a population. Reasons for sampling:

* contacting entire population too time consuming

* too costly to study entire population

* physically impossible to count or check on all items

* destructive nature of tests (wine tasting example)

* sample results are adequate

Simple Random Sampling

  • Each individual has probability of being chosen
  • Used for Homogenous population

Stratified Simple Random Sampling

  • Divide population into Strata; then conduct a simple random sample in each stratum

Systemic Random Sampling (for ordered pairs)

  • Number each individual file = total of n
  • To select N individuals K= N/n = sampling ration
  • Choose random number
  • Select every Kth individual

Cluster Sampling

  • used for population that are widely dispersed geographically
  • List clusters
  • Census for those selected

( in class lecture August 2nd, Dr...


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Distinguish among what is knowable, unknowable, and researchabl

Coffee Time aims to expand their business into an emerging market- India. They need to know what cities to enter, the target market, and what is the expected revenue? To do the expansion right, a company must do their due diligence and know the market that they are about to penetrate...


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