Chapter 3 Flashcards
What is Conceptualization?
Development of a model that shows variables and hypothesized or proposed relationships between variables (+: positive relationship) (-:negative relationship)
What is a Construct?
An unobservable abstract concept that is measured by a group of related variables.
What is the difference between Dependent and Independent Variables?
Dependent Variable: The result or outcome you want to understand or explain in marketing research, like sales or customer satisfaction.
Independent Variable: The factor you manipulate or study to see its impact on the dependent variable, such as advertising spending or product price.
In a conceptualization map, the independent variables point to the dependent variable.
What is External Secondary Data?
Data collected by outside organizations such as federal and state governments, trade associations, nonprofit organizations, marketing research services, or academic researchers.
Secondary data also are widely available from the Internet and other digital data sources.
What is Internal Secondary Data
Data collected by the individual company for accounting purposes or marketing activity reports
Define Literature Review and its importance.
a comprehensive examination of available secondary information that is related to your research topic, may answer your research question
What are the basis of evaluating Secondary Data Sources?
- Purpose
- Accuracy
- Consistency
- Credibility
- Methodology
- Bias
Concept vs. Construct
Concept → a general idea or mental representation of something. It is an
abstract notion or category that helps us understand and categorize the
world around us
Construct→ more specific and precise concept that is typically used in
the context of research and psychology. It is an abstract concept that are often used to represent complex, multifaceted, or abstract phenomena that cannot be directly observed.
What are the two types of Hypothesis? Define them.
Descriptive Hypothesis → Possible answers to a specific applied research problem
Example: “younger customers believe our prices are too high”
Causal Hypothesis→ Theoretical statements about relationships between variables
Example: “Higher spending on advertising leads to higher sales.”
What is a Null Hypothesis?
States that there is no relationship between variables
What is an alternative Hypothesis?
States that there IS a relationship between the variables
What is a relationship?
the association between two or more variables
What is a sample statistic?
An estimate of the population parameter
What is a Variable?
An observable item that is used as a measure on a questionnaire
