MK 370 Lecture Notes - Lecture 1: Nielsen Ratings, Longitudinal Study, Data Analysis
Document Summary
Marketing is creating, communicating, and delivering value to customers, and for managing customer relationships in ways that benefit the organization and its stakeholders. No set of objectives, sample plan, or questionnaire. Usually conducted when the researcher does not know much about the problems. Clarify problems and hypothesis (refine research objectives) Projective: descriptive research is undertaken to describe answers to questions of who, what, where, when, and how . Descriptive research is desirable when we wish to project a study"s findings to a larger population through the use of. Cross-sectional studies measure units from representative samples. a sample of the population at only one point in time. Longitudinal studies repeatedly measure the same sample units of a population over time: causal research: causality may be thought of as understanding a phenomenon in terms of conditional statements of the form (cid:498)if x, then y. (cid:499) Causal studies are conducted through the use of experiments.
