MKT 390 - Lecture notes 1-6 PDF

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MKT 390 Construct development (IMPORTANT) - Consumer (consists of concrete and abstract properties) Abstract: the emotions Concrete: the expressions of the emotions e love is abstract, time spent is concrete Divergent factors must discriminate, cannot overlap. In order to be distinct when measuring ...

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MKT 390 Construct development (IMPORTANT) - Consumer (consists of concrete and abstract properties) Abstract: the emotions Concrete: the expressions of the emotions e.g love is abstract, time spent is concrete Divergent factors must discriminate, cannot overlap. In order to be distinct when measuring the constructs. Nominal (categorisation), Ordinal (ranking), Interval (strongly agree etc), Ratio (same as interval, but have true zero option) (IMPORTANT) know what it is Apply research process to the case for extra marks! Research procedures are logical, objective, systematic, reliable and valid. There are situations when research is not needed – information is alr available (state what kind of info is avail), insufficient time (e.g competitor launching next month), inadequate resources, costs outweigh benefits. BE VERY SPECIFIC!!! If TA, what kind of TA?? 4 Phases of research, 11 steps. Just list all, but only explain things that you are using or that can apply to the question. Iceberg principle: identify the true problem not the symptoms. Find the tipping point that changes people’s attitudes or to change their opinion Measurement: nominal, ordinal (ranking), interval, and scale Cluster sampling – Heterogenous (mixed group) evenly mixed alr Stratified – split first into homogeneous first e.g diff income samples, then take samples from each strata Focus group: PURPOSIVE SAMPLING (can be stratified purposive) Extra exam tips: USE HEADINGS Link answers back to question, help them understand you...