# Textbook Notes for Mack

## MKTG 320 Chapter Notes - Chapter 8: Internal Validity, Dependent And Independent Variables, Design Of Experiments

OC10673263 Page
12 Oct 2016
2
Experiment: a research approach in which one variable is manipulated and the effect on another variable is observed. Causal research: research designed
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## MKTG 320 Chapter Notes - Chapter 5: Non-Sampling Error, Bias Of An Estimator, Measuring Instrument

OC10673263 Page
10 Sep 2016
1
Random error or random sampling error: error that results from chance variation. Chance variation difference between the sample value and the true valu
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## MKTG 320 Chapter Notes - Chapter 11: Simple Random Sample, Sampling Frame, Sampling Error

OC10673263 Page
18 Oct 2016
5
Sampling: the process of obtaining information from a subset of a larger group. Population: an entire group of people about whom information is needed
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## MKTG 320 Chapter Notes - Chapter 4: Delphi Method, Focus Group, Group Dynamics

OC10673262 Page
8 Sep 2016
2
Qualitative research: research whose finding are not subject to quantification or quantitative analysis. Group dynamics: interaction among people in a
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## MKTG 320 Chapter Notes - Chapter Packet 1 : Honest Tea, Coconut Water

OC10673262 Page
30 Aug 2016
2
President of coke even only allows himself 1 coke a day. Slogan our job is to refresh the world . Goal to turnaround a decade long decline in soda sale
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## MKTG 320 Chapter Notes - Chapter 10: Multiple Choice

OC10673262 Page
12 Oct 2016
6
Questionnaire: a set of questions designed to generate the data necessary to accomplish the objectives of a research project, also called an interview
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## MKTG 320 Chapter Notes - Chapter 2: Dependent And Independent Variables

OC10673263 Page
5 Sep 2016
1
Opportunity identification: using marketing research to find and evaluate new opportunities. Situation analysis: studying the decision-making environme
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## MKTG 320 Chapter Notes - Chapter 13: Contingency Table, Type I And Type Ii Errors, Decision Rule

OC10673262 Page
28 Oct 2016
3
Validation: the process of ascertaining that interviews actually were conducted as specified. Editing: the process of ascertaining that questionnaires
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## MKTG 320 Chapter Notes - Chapter 9: Likert Scale, Discriminant Validity, Semantic Differential

OC10673265 Page
4 Oct 2016
3
Measurement: the process of assigning numbers of labels to persons objects or events in accordance with specific rules for representing quantities or q
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## MKTG 320 Chapter Notes - Chapter 12: Confidence Interval, Statistical Power, Central Limit Theorem

OC10673262 Page
18 Oct 2016
2
Central limit theorem: the idea that a distribution of a large number of sample means or sampling proportions will approximate a normal distribution re
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## MKTG 320 Chapter Notes - Chapter 3: Online Advertising, Behavioral Targeting, Decision Support System

OC10673261 Page
5 Sep 2016
1
Secondary data: data that have been previously gathered. Primary data: new data gathered to help solve the problem under investigation. Internal data:
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## MKTG 320 Chapter Notes - Chapter 1: Market Segmentation, Achievement Orientation, Goal Orientation

OC10673262 Page
5 Sep 2016
1
Marketing: the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges
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Mack (10)