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10 Cards in this Set
- Front
- Back
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Marketing Research
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Built on theories, must have empirically testable hypotheses, under tight control, relations between phenomena
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Structure of Information
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Concepts-Propositions-Conceptual models
Concepts-variables-hypotheses-quantifiable models |
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Concept
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general/accepted def. ex: sales, $, brand loyalty, advertising
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Variable
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ask ?'s of concepts ex: durability, cheaper than x, tv/radio/web
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Proposition
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statement of linkage between any two concepts ex: ads+sales=&
relationship, notion/idea of in/dependence/ direct of effect, conditionality, threshold: upper/lower limit |
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Hypothesis
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Statement of linkage between 2 variables
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MR Design: Exploratory
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1st phase, explore topic, ideas.
generate hypothesis-what is likely to happen |
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MR Design: Descriptive
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most common, survey, market data, based on hypothesis
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MR Design: Casual
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cause & effect, experiments, based on hypothesis
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Exploratory
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purpose/objectives
prob-subprob-hypoth familiarity issue priority establishment-competing explanations defining unclear tops (loyalty, brand equity, satisfaction/regret) |
