MKTG 3100 Lecture Notes - Lecture 4: Repeated Measures Design, Market Segmentation

• School: University of Iowa
• Department: Marketing
• Course: MKTG 3100
• Professor: Ying Yang

Document Summary

Estimate the proportion of people who behave in a certain way. Requires the clear speculation of who, what, when, where, why, and. Longitudinal (has to have the exact same respondents, otherwise it is cross sectional): survey one time again, again, and again (repeated measures over long time frame) Continuous panel: using the same people (with respect to the same variables) Discontinuous panel: different questions being used (variables that change from measurement to measurement) Cross - sectional: one time from many different groups. Investigation involving a sample of elements selected from the population of inter that are measured at a single point in time. Often used to divide a population into groups (for example, for market segmentat purposes) Personality - normal patterns of behavior - attributes, characteristics. Lifestyle - activities, interests, opinions nal): do a m nterest ntation. An attitude is an individual"s overall evaluation of something. Marketers often measure people"s attitudes towards companies, prod and services.