A researcher's decision on a sampling unit may depend on how purchase decisions are made.

Question

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If purchase decisions are made as a household or by an individual, the researcher may choose to sample households or individuals as the sampling unit. If purchase decisions are made by a company or organization, the researcher may choose to sample companies or departments as the sampling unit. Therefore, the researcher's decision on a sampling unit may depend on how purchase decisions are made.

A Researcher's Decision on a Sampling Unit May Depend on How