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Analysis of Contingency Tables with Sparse Values

William S. Shields, Roger M. Heeler

Journal of Marketing Research · 1979 · Volume 16 · Issue 3

DOI: 10.1177/002224377901600310

Abstract

In the chi square analysis of cross-tabulated variables, the problem of low cell counts is usually solved by combining categories, at the cost of a loss of information, or by using larger samples, at added financial cost. Use of a chi square statistic based on an extension of the Fisher Exact Test can provide a third, less costly, alternative.

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