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MKTG 470 - Chapter 3
Midterm
| Question | Answer |
|---|---|
| secondary data | data gathered for some other purpose than immediate study |
| internal secondary data | collected by company for accounting purposes, marketing programs, inventory management, etc. |
| external secondary data | collected by outside organizations such as federal and state governments, trade associations, nonprofit organizations, etc. |
| customer knowledge information | customers may give feedback to engineers, departments, packaging, etc |
| literature review | comprehensive examination of available secondary information related to research topic; background research |
| Criteria to evaluate secondary data (6) | purpose, accuracy, consistency, credibility, methodology, bias |
| Internal Sources of Secondary Data | good starting point; typically consists of sales, accounting, or cost information |
| External sources of secondary data | popular sources (newsweek), scholarly sources (google scholar), government sources |
| North American Industry Classification System (NAICS) | designed to promote uniformity in data reporting by federal and state government sources; 99 two-digit industry codes with four digit industry group code |
| syndicated data | market research data that is collected, packaged, and sold to many different firms; info is in form of tabulated reports prepared specifically for a client’s research needs, often tailored to specific reporting divisions. |
| customer panels | – large samples of households that have agreed to provide detailed data over an extended period of time. Product purchase decision, media habits etc. |
| 3 Elements to conceptualize and test a model | variables, constructs, and relationships |
| variable | observable item that is used as a measure on a questionnaire. (gender, marital status, company name, number of employees, etc.) |
| construct | unobservable, abstract concept measured indirectly by a group of related variables (service quality, value, customer satisfaction, brand attitude) |
| positive relationships | two variables increase or decrease together |
| negative relationships | one variable increases, another decreases |
| Hypothesis Testing | suggests relationships between variables, a testable yet unproven statement developed in order to explain phenomena |
| Null hypothesis | statistical hypothesis that is tested for possible rejection under the assumption that it is true, no relationship between variables |
| Alternative hypothesis | says there is a relationship |
Created by:
lucynguyen08
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