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Unformatted text preview: C4 Study Guide 1 5. What is the difference between longitudinal studies and cross-sectional studies?
By definition, cross-sectional studies measure a population at only one point in time,
while longitudinal studies repeatedly measure the same population over a period of
time. A cross-sectional study is like a snapshot and a longitudinal study is like a
6. What is the difference between a continuous and a discontinuous panel?
Continuous panels ask panel members the same questions on each panel
measurement. Discontinuous panels vary questions from one panel measurement to
Unlike the continuous panel, discontinuous panels may be used for multiple purposes
because the information collected by a discontinuous panel varies from one panel
measurement to the next. Continuous panels are ideally suited to brand switching and
market tracking studies, while discontinuous panels are of the snapshot variety, where
comparisons are made between groups included in a discontinuous panel.
7. What is an omnibus panel?
An omnibus panel is a discontinuous panel. These panels may be used for a variety of
purposes, and the information collected varies from one panel measurement to the
next. Essentially, the discontinuous panel’s primary usefulness is that it represents a
large group—people, stores, or some other entity that is agreeable to providing
marketing research information.
8. Why are studies of “if-then” variety considered to be causal studies?
Causality refers to understanding a phenomenon in terms of conditional statements of
the form “If X, then Y.” These “if-then” statements, then, become ways of
manipulating independent variables of interest.
9. Define each of the following: independent variable, dependent variable, and
Independent variables are those that the researcher can control and wishes to
manipulate. Some independent variables include level of advertising expenditure,
type of advertising appeal (humor, prestige), display location, method of
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This note was uploaded on 02/13/2014 for the course BMKT 312 taught by Professor Surajcommuri during the Fall '13 term at SUNY Albany.
- Fall '13