The telephone company offers a variety of services. A business research firm is hired to determine the

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The telephone company offers a variety of services. A business research firm is hired to determine the level of customer satisfaction by target audience with its land-based telephone service, its wireless service, and its Internet services. Terry Brown, the firm’s lead researcher, uses Pearson’s correlation to calculate the relationships in the survey data. When checking the results before preparing the first draft of the executive summary, Terry’s assistant notices that she has included the outliers in some calculations and not in others. Does this inconsistency affect the validity of the research? What should Terry’s?

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Essentials Of Business Research Methods

ISBN: 9781032426280

5th Edition

Authors: Joseph F. Hair Jr., Mary Wolfinbarger Celsi, Arthur H. Money, Phillip Samouel, Michael J. Page

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