Homogeneous Groups Groups that tend to be very similar in makeup or composition

Homogeneous groups groups that tend to be very

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Homogeneous Groups : Groups that tend to be very similar in makeup or composition. Hedonic Scale: Hedonic scale is a scale used to measure the extent of respondents' overall views, overall liking or disliking and opinions of a service or a product. I Income : Wage or salary income; self-employment income; interest, dividend, or net rental income; Social Security income; public assistance income; all other income, which includes unemployment compensation, veterans' payment, pensions, & alimony. 9
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M.B.A (Sem-III) Contemporary Marketing Research Immigration : Permanent movement of people into one country from another country. J Judgment Sample : A non-probability sample comprised of individuals with judgments and attitudes about the subject matter being researched. K Kurtosis : A measure of the relative peakedness or flatness of a distribution curve compared with a normal distribution. A positive Kurtosis value indicates that the distribution is more peaked than a normal distribution. A negative Kurtosis value indicates that the distribution is flatter than a normal distribution. Keypunch : The process of punching holes in a card by a machine for data processing. Kolmogorov-Smirnov Test : Statistical test used for data that need not be normally distributed. This test can detect distributional differences between two samples, or differences between an observed sample distribution and an expected sample distribution. L Laddering : A technique for conducting depth interviews where questions progress from product characteristics to user characteristics. Linear Regression Analysis : A type of regression analysis using variables that are thought to have a linear relationship. Longitudinal Study : The same respondents are interviewed repeatedly over time, or matched samples of consumers are surveyed over time. The purpose of longitudinal studies is to monitor changes in awareness, trial, usage, attitudes, and other variables over time. Tracking studies are a type of longitudinal study. 10
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M.B.A (Sem-III) Contemporary Marketing Research M Market Segmentation: A marketing term, market segmentation, refers to the process of dividing a total market into sub groups of consumers who are similar in one way. Market : All individuals or organizations that are in a category of potential buyers for a given product or service. Marginal : For each question on a survey, the marginal is how many people responded to a particular question. It becomes the parameter for responses on each question. The marginal is generally computer-generated and is used to monitor panel response integrity. Marketing Research : The identification of informational needs, the collection of relevant data, the analysis and interpretation of that data, and the reporting of that information (along with related recommendations) to senior management to improve decision making related to marketing. The tools and techniques of marketing research can also be applied to solve a wide range of business problems unrelated to marketing. Marketing Mix : Major marketing variables—positioning, pricing, promotion, packaging, advertising, distribution, and new product development.
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