Chapter 5: Conceptualization, operationalization, and measurement of Recent Media
Define Marketing success
What is a good customer service experience?
Easy to talk to
You are important to them
"Typical" customer analysis
Big Data as a predictor
Descriptive Research Specifications
Who is considered a customer?
What customer characteristics s
Marketing and Societal
In order to satisfy wants
and needs, you have to
know what those are.
Companies that use the
The Research Process, Again
Problem Formulation Process
Meet the Client
Clarify the Problem
State the managers decision problem ( managers problem in need of solution)
Types of Decision Problems
Discovery Oriented - What is it? Why?
Research Design is:
A framework or plan for how you'll collect the information and make sense of it later.
Types of Design
o Emphasis of gaining insights
o Often it's asking why?
o Emphasis on measuring (frequencies, covariance,
Report & Presentation:
Completeness: All the information readers need in language they understand
Accuracy: the degree to which the reasoning in the report is logical and the information is correct
Clarity: The degree to which the phrasing is precise
Experiments Chapter 8
When evaluating a companys marketing what might you look at to change?
Placement-social media, which traditional media?
Coupons-amounts or any
Pre-test: measurement of a Dependent variable among subjects
Marketing Research Exam 1 review (multiple choice know
definitions and how to apply to situations)
Attributes- characteristics of people or things
Statistics can be twisted based on the relationship between
attributes and variables
Chapter 1: Human Inquiry
Human Inquiry-this is about how we know things
Knowing is typically a matter of agreement and belief
Its rarely based on personal experience or discovery
We know social norms
-present circumstances can lead to f
Chapter 2: Science Paradigms, Theory, and Social Research
A paradigm is a model or frame of reference through which to observe and understand
Macro vs. Micro
individual or small group
marketing and communication