Understanding Different Issues of Unit of Analysis in a Business Research

The main aim of the paper was to understand the different issues of unit of analysis in a business research. The qualitative approach was used to explore the different issues related to unit of analysis through in-depth review of literature. In this paper different levels of unit of analysis are described. The relation between the unit of analysis and unit of observation is explained. Faulty reasoning about the unit of analysis is discussed with suitable examples. The possible data analysis options are discussed taking into consideration the unit of analysis. This paper will be a good reference material for new researchers in understanding the unit of analysis for the planning and designing their research work at master’s and doctorate level.

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