Chapter_030 cont

Chapter_030 cont - Relationships and Variables...

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Relationships and Variables Relationships  . . .    associations or links between two or more variables, e.g.,  lower price is related to higher sales, more frequent exposure to  advertisements is related to higher awareness, etc. Independent variable  . . .    a characteristic that influences or explains the  dependent variable either in a positive or negative way, e.g., demographics  often explain attitudes, opinions, behaviors, etc. Dependent variable  . . .    the variable you are trying to understand or predict,  e.g., satisfaction, loyalty, sales, shopping frequency, etc.
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Process of Conceptualization Identify variables/constructs to study. Specify hypotheses and relationships. Prepare a diagram that represents the  relationships visually.
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Constructs Description Brand Awareness Percentage of respondents that have heard of a brand; awareness could be either unaided or aided. Brand Attitudes Respondent’s intensity of feelings (positive or negative) toward a specific brand. Purchase Intentions
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This note was uploaded on 01/18/2012 for the course MKTG 4100 taught by Professor Armentashchian during the Spring '12 term at Kennesaw.

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Chapter_030 cont - Relationships and Variables...

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