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Mktg 3445
ch. 6
Question | Answer |
---|---|
dummy table | a table with no entries used to show how the result of the analysis will be presented |
cross-sectional study | investigation involving a sample of elements selected from the population of interest that are measured at a single point in time |
longitudinal study | investigation involving a fixed sample of elements that is measured repeatedly through time |
continuous panel | a fixed sample of respondents who are measured repeatedly over time with respect to the same variable |
discontinuous panel | a fixed of respondents who are measured repeatedly over time but on variables that change from measurement to measurement |
sample survey | cross-sectional study in which the sample is selected to be representative of the target population and which the emphasis is on the generation of summary statistics |
experiment | scientific investigation in which an investigator manipulates and controls one or more independent variables and observes the degree to which the dependent variables changes |
laboratory experiment | research investigation in which investigators create a situation with exact conditions to control some variable and manipulate others |
internal validity | the degree to which an outcome can be attributed to an experimental variable and not other factors |
field experiment | research study in a realistic situation which one or more independent variables are manipulated by the experimenter |
external validity | refers to the extent to which the results of an experiment can be generalized, or extended, to other situation |
marketing testing | a controlled experiment done in a limited but carefully selected sector of the marketplace |
standard test market | a test market in which the company sells the product through its normal distribution channels |
controlled test market | an entire test program conducted by an outside service in a market in which it can guarantee distribution |
simulated test market | customers ratings are obtained along with likely or actual purchase data often obtained in a simulated store environment |