MAR 3613_Exam2 (1) - MAR 3613- Exam 2 What distinguishes...

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MAR 3613- Exam 2 What distinguishes conclusive research from exploratory research? Exploratory research: provides insight and understanding, research process is flexible and unstructured, QUALITATIVE data analysis, sample is small, findings TENTATIVE Conclusive research: goal is to test hypothesis and examine relationships, sample is large, QUANTITATIVE data analysis, findings CONCLUSIVE What are the characteristics of descriptive research designs? Describe characteristics of relevant groups, Make specific predictions, estimate % of units exhibiting in certain behavior, determine degree to which marketing variables are associated, determine perceptions of product characteristics What is the difference between a cross-sectional study and a longitudinal study? Cross sectional study: form a class of research methods that involve observation of all of a population, or a representative subset, at a defined time Longitudinal study: correlation research study that involves repeated observations of the same items over long periods of time — often many decades. It is a type of observational study. What is meant by a panel? Group of respondents that participate in multiple surveys over an extensive period of time What is the difference between an omnibus panel and a true panel? Omnibus panel: fixed sample of respondents measured on different variables over a period of time True panel: group of respondents who are formed by a company on a permanent basis and this fixed sample of respondents are measured repeatedly over time with respect to the same variables. True panel is used in quasi- experimental designs. What is a turnover table and how is it used to determine brand-switching probabilities? It refers to a table, which is prepared on the basis of data collected on the same phenomenon through a longitudinal research studies—experimental and descriptive. This table shows the changing trend of the phenomenon studied. For example, a study on brand loyalty behavior may depict the brand-switching pattern of the respondents through this table. Therefore, this table is sometimes is known as brand-switching matrix What is turnover analysis and how does it help managers? How are experimental (or causal) research designs different from descriptive research designs? Experimental research design is a test where researcher has control over and manipulates one or more variables Descriptive RD answers how, what, when, where? In an experiment, what is meant by manipulation? Process in which the researcher sets the levels of the independent variable to test a particular casual relationship What is the difference between the manipulation and the observed (or dependent) variable? Manipulation is setting level of independent variables to test a casual relationship
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This note was uploaded on 04/09/2012 for the course MAR 3613 taught by Professor Reynolds,k during the Fall '08 term at University of Central Florida.

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MAR 3613_Exam2 (1) - MAR 3613- Exam 2 What distinguishes...

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