Chapter 11 and 12

Chapter 11 and 12 - Chapter 11 Questions 1. higher-...

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Chapter 11 Questions 1. higher- accomplish more specific result and narrow down as much as possible; problem has been defined precisely 2. lower- ill-defined problem, flexibility allowed *mystery shopper disqised observation, subjects are not aware that they are being observed - purpose is to do research for consumer groups *advantages- gives us data …. Page 237-38 role of scanners - potential data points for marketing research to analyze - get complete measurement sometimes galvinometor- emotional arousal to . . lie detector eye camera -a device used by researchers to study a subjects eye movements while he/she is reading advertising copy (where focused) what is pitch analysis and what does it measure? - analysis thaqt examines changes in the relative frequency of the human voice that accompany emotional arousal - measure abnormal frequencies in the voice caused by changes in the nervous system that man not be heard by the human ear (LO6) WHAT DOES RESPONSE LATENCY ASSESS? How is it measure?
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This note was uploaded on 04/25/2008 for the course BUAD no idea taught by Professor Mccaskey during the Spring '08 term at Millersville.

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Chapter 11 and 12 - Chapter 11 Questions 1. higher-...

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