CMN 2101 Lecture Notes - Lecture 3: Relationship Marketing, Dependent And Independent Variables, Grounded Theory
4 Oct 2017
School
Department
Course
Professor
Document Summary
Asses the de nitions, concepts/theories and operations in a eld of study so that they can be assessed empirically. Locate your study within the broader literature. Asses the similarities and difference in the literature: marketing, communication, management, socio, message valence. Concerned with an individual reactions either positive or negatively to a message: user source. Messgers in uence: exploring reliability through the two dimensions. Expertise: framing theory, priming theory, social media as a tool, relationship marketing. Collaborative and two-way dialogue, acquisition and retention of customers and stakeholders. Building two-way collaborative relationships: relational antecedents. Informs a school which approaches the core content of relationship marketing: 2 x 2 study. Hypothesis states a relationship between two variables. Two independent variables and two dependent variables: two levels per variable, variable. There must be at least two states: independent causes, variables causes. Independent variables cause changes in a dependent variable: hypothesis. A hypothesis states a relationship between two or more variables.
