MKTG 352 Test Two Study Guide.docx

MKTG 352 Test Two Study Guide.docx - MKTG 352 Test 2...

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MKTG 352 Test 2 - Manpreet Gill Construct: an abstract or concept formed in a person’s mind ( i.e. attitude, customer satisfaction, service quality) Usually multidimensional Made up of several related indicator variables / items Indicator variables / items can be measures directly Causal Research Conditions of Causality 1. Cause must occur before Effect 2. There must be evidence of association/correlation between cause and effect 3. No potential alternative explanation Types of Experiments Lab Experiments Good at establishing internal validity (i.e. cause and effect relation) Field Experiments Good at establishing external validity (i.e. generalizability) An experiment is valid if: (Internal validity) Extent to which the change in the dependent variable is actually due to the change in the independent variable – cause and effect relationship. (External Validity) Extent to which the relationship observed between the independent and dependent variables during the experiment is generalizable to the “real world” Levels of Measurement (NOIR) Nominal Scales – unable to do anything but count, labels Ordinal Scales - ranked Interval Scales – ranked and we can measure the distance between units Ratio Scales – clear definition of zero, order and distance between units Validity: whether we are measuring the right thing Reliability:
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