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12 Cards in this Set
- Front
- Back
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- there are different types of consumers who have different requirements
- these differences can be the bases of marketing strategies - generational differences in music preference - other less obvious differences, hold potential for enabling a firm to gain competitive advantage |
why differences among groups are important - market segmentation
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the differences in the sample(s) may be assumed to exist in the population(s) from which the random samples are drawn
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statistical significance of differences
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hypothesis that the difference in their population parameters is equal to zero - there is no difference
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null hypothesis
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is used to compare differences between two means
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t test
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if two groups are different - male vs. female
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independent samples
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if two groups are from the same sample
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paired samples
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test to determine if two means of two different questions using the same scale format, and answered by the same respondents in the sample, are significantly different
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paired samples test for the difference between two means
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an investigation of the differences between the group means to ascertain whether sampling errors or true population disposes differences between two or more groups' means - do they vary from one another significantly?
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ANOVA
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statistically significant differences should be demonstrated between the groups
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differences should be statistically significant
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differences between the market segments should be of such a magnitude that the marketer can target them individually
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differences must be meaningful
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differences should not be short-term or transitory
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differences must be stable
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market segment groups should be identified and suitable for target marketing
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differences must be actionable
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