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What Is a Contingency Table and How Is It Useful

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What is a contingency table and how is it useful in marketing research?


Definitions:

Normative Statement

An opinion or judgment that reflects what one believes ought to be, as opposed to what actually is; it cannot be proven true or false.

Positive Statement

An objective statement based on factual information and evidence, which can be tested and verified as true or false.

Production Possibilities Frontier

A graph that illustrates the highest possible production levels of two products, based on available resources and technological capabilities.

Scarcity

A basic economic challenge where human desires appear endless but the resources available are finite.

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