MKT 500 Lecture Notes - Lecture 2: Data Mining, Micromarketing, Reduced Cost
9 Dec 2017
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Document Summary
September 14, 2017 a set of advance decisions that make up the master plan specifying the methods and procedures for collecting and analyzing the needed information. Objectives of research design: to gain background information and to develop hypotheses to measure the state of a variable of interest to test hypotheses that specify the relationships between two or more variables. Level of brand loyalty: causal- to test hypotheses that specify the relationships between two or more variables (for ex. Level of advertising and brand loyalty: if x, then y , causal relationships often determined by the use of experiments. Panels- sample units of the population who have agreed to answer questions at periodic intervals. Cross-sectional studies- measures units from a sample of the population at only one point in time. Longitudinal studies repeatedly measures the same sample units of a population over time. Multiple measurements over time, they are often described as movies of the population.
