Exam 2- In Lab Session- Fall 2006 - Murphy

Exam 2- In Lab Session- Fall 2006 - Murphy - Exam 2 in Lab...

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Exam 2 in Lab Session Text Book Notes 1. introduction of new coke 1985 illustrates that… a. 1). Relying on research alone can lead to marketing disaster. i. 2.) Never ever confuse a product with a brand. Coke possessed a cultural meaning way beyond simple taste. 2. p. 244: Green Chart a. Reliability : method generates consistent findings over time b. Validity : the information generated is relevant to the research questions being investigated. In other words, the research investigates what it seeks to investigate c. Trustworthiness : a term usually applied to qualitative data, and it means exactly what it implies: Can one, knowing how the data were collected, trust them, and to what extent? d. Meaningfulness : is the most difficult of all these terms. Just what does a piece of research really mean (if anything)? Meaningfulness is determined by asking what the methods and measures really have to do with determined by asking what the methods and measures really have to do with determining a good ad. This simple question is not asked enough.
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Exam 2- In Lab Session- Fall 2006 - Murphy - Exam 2 in Lab...

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