MKTG 371 EXAM QUESTIONS WITH VERIFIED ANSWERS
Correlational (TSM)
Prediction
Measure 2 or more variables
Establish a relationship
Experimental (TSM)
Causation
Manipulate one variable, measure the other
Establish a causal relationship
Correlational research
Examines relationship between 2 or more variables
Correlational research answers these questions
How does x change when y changes
Is x associated with or related to y
Can u predict y by knowing what x is
Correlation coefficient
statistical technique for calculating the degree of association between two variables
r
signifies the size and direction of the relationship between two variables
Random selection (SR)
, Allows conclusion to be drawn about a larger population
A representative of people is asked the same questions
Everyone in population has an equal chance of being selected for the sample
Representative sample (SR)
A group of respondents that accurately reflects a larger population from which it was
drawn and to which the researcher wants to generalize the results
Correlational Research positives
Predict when and effect will occur
Establish relationships between variables
Easy to collect data
Can study variables which cannot be manipulated
Consumer Behavior
The study of the psychological processes involved when individuals or groups select,
purchase, use, or dispose of products, services ,ideas, or experiences to satisfy needs
and desires
Consumer Insights
gained by studying processes.
Why try to understand consumers
Supply and demand: consumer behavior helps identify and understand marketplace
demands
Marketers almost always want to influence consumers
If we understand our consumers, we can predict and how they will react when things
change
Correlational (TSM)
Prediction
Measure 2 or more variables
Establish a relationship
Experimental (TSM)
Causation
Manipulate one variable, measure the other
Establish a causal relationship
Correlational research
Examines relationship between 2 or more variables
Correlational research answers these questions
How does x change when y changes
Is x associated with or related to y
Can u predict y by knowing what x is
Correlation coefficient
statistical technique for calculating the degree of association between two variables
r
signifies the size and direction of the relationship between two variables
Random selection (SR)
, Allows conclusion to be drawn about a larger population
A representative of people is asked the same questions
Everyone in population has an equal chance of being selected for the sample
Representative sample (SR)
A group of respondents that accurately reflects a larger population from which it was
drawn and to which the researcher wants to generalize the results
Correlational Research positives
Predict when and effect will occur
Establish relationships between variables
Easy to collect data
Can study variables which cannot be manipulated
Consumer Behavior
The study of the psychological processes involved when individuals or groups select,
purchase, use, or dispose of products, services ,ideas, or experiences to satisfy needs
and desires
Consumer Insights
gained by studying processes.
Why try to understand consumers
Supply and demand: consumer behavior helps identify and understand marketplace
demands
Marketers almost always want to influence consumers
If we understand our consumers, we can predict and how they will react when things
change
