MKTG 380 Chapter Notes - Chapter 4: Bounce Rate, Eye Tracking, External Validity
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Back-translation: the process of translating material to a foreign language and then back to the original language. Bounce rate: a marketing metric for analyzing website traffic. It represents the percentage of visitors who enter the site (cid:894)t(cid:455)pi(cid:272)all(cid:455) at the ho(cid:373)e page(cid:895) a(cid:374)d (cid:862)(cid:271)ou(cid:374)(cid:272)e(cid:863) (cid:894)lea(cid:448)e the site(cid:895) rather tha(cid:374) (cid:272)o(cid:374)ti(cid:374)ui(cid:374)g to view additional pages on the site. Case study: a comprehensive examination of a particular firm or organization. Causal research: a technique that attempts to understand cause-and-effect relationships. Convenience sample: a nonprobability sample composed of individuals who just happen to be available when and where the data are being collected. Cookies: te(cid:454)t files i(cid:374)serted (cid:271)(cid:455) a (cid:449)e(cid:271)site spo(cid:374)sor i(cid:374)to a (cid:449)e(cid:271) surfer"s hard drive that allows the site to tra(cid:272)k the surfer"s (cid:373)o(cid:448)es. Cross-sectional design: a type of descriptive technique that involves the systematic collection of quantitative information. Custom research: research conducted for a single firm to provide specific information its managers need.
