MIDTERM #2 Study guide

MIDTERM #2 Study guide - Chapter 5 PG 108 Descriptive...

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Chapter 5 PG 108 Descriptive research is used when its you are trying to find characteristics of certain groups, estimate the proportion of people who behave in a certain way and to make specific predictions. A good descriptive study presupposes much knowledge prior about the phenomenon studied. It rests on a few hypothesis and these statements guide the research. There are a bunch of types of descriptive studies. The most common type is the cross sectional analysis . We measure various characteristics from a selected population one time only. On the other hand the longitudinal studies involve panels. A Panel is a sample that remains relatively constant over time although periodic additions are made because people drop out. Longitudinal Analysis – two types true panels and omnibus panels. True Panels rely on repeated measurements of the same variables. Measuring the same variables over time allows the marketer to ask questions like (pg. 109). Omnibus Panels – a sample is maintained but the info collected from members varies over time. The distinction between true and omnibus panels is important – PG 110 highlighted The most important advantage of panel data is that they are very good at addressing questions of brand loyalty and brand switching . Brand switching matrix – a table that shows which study groups and how much of what sample brands are bought in given periods. Brand loyalty – people that stay loyal to the brand in multiple periods. PG 111
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Chapter 6 Concept of Causality - it is not the every day notion of common sense, the common sense notion is that there is a single cause of every event while scientific statement holds that there are a number of X’s that contribute to Y and that we can never prove that x causes y. - There are 3 basis types of evidence; concomitant variation, time order of occurrence of variables and elimination of other possible causal factors. 1. Concomitant Variation – has two cases, qualitative and quantitative In a qualitative case we usually think that x causes y but we find that that is not always true. There is always other causal factors that will deviate you from a “pure” case. So we then search for the proportion of cases having X that also possess Y. When we analyze the relation ship of X causing Y and find supporting evidence of concomitant variation, we say it makes x causing y more tenable but not proven. There can be a million different variables that can have an effect on something, do not settle for just one and think the relationship exists. 2. Time order of occurrence of variables – if x is the cause of y, x has to precede y . they can be almost simultaneous but x still has to be before y. 3.
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MIDTERM #2 Study guide - Chapter 5 PG 108 Descriptive...

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