Suppose a market researcher was consulting several sources of information about the best location for a high-end furniture store, and found the following: Percent of Luxury Purchases City Census of Retailing Chamber of Commerce Metropolis 5% 12% Smallville 7% 17% Gotham City 4% 10% The Chamber studies were more recent, but how reliable is this new information? Why should the researcher question the numbers in the Chamber studies? Age of the Chamber studies How the information was collected Consistency of the Chamber information with the census Sufficiency of the information collected
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The fact that the Chamber studies were more recent than the Census of Retailing data suggests that they may be more up-to-date. However, the researcher should question the reliability of the Chamber studies if they are significantly outdated compared to the Census Show more…
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