The way that this is accomplished is through the use of dependent and independent variables. In the study, the research that we are examining during the literature review will provide specific trends and insights that are occurring. This will serve as the independent variable of the study by: identifying general patterns and corroborating these findings with one another. ("Qualitative Analysis," 2011)

To compare these results, we will then use the responses from the various surveys that were given to marketing executives. This will serve as the dependent variable to the study by: providing a sample population of marketing executives and their views about social networking. Once this occurs, we can determine if the underlying trends are the same as the independent variable. ("Comparative Analysis," 2011)

To achieve this objective we will use what is known as comparative analysis. This is when you are examining the effect that social networking is...
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