Chapter 4 Flashcards
MkIS
information (data) that is managed using
an organized set of procedures and methods
Research Design
Determine the type of data required and how they are to be collected
Secondary data
Lease expensive but out of date
Primary data
Observation, survey, experimentation and combination
Types of Subliminal Manipulation
Advertising, messages, seduction
Standard test market
Large scale, expensive, used to project sales
Controlled test markets
Less expensive, identify 1 change in marketing mix
Simulated test Markets
Generally done in a lab, lease expensive and time consuming
Non-probability Sample
Not every member is known
Rating scale
each box has an identifier
Likert Scale
Scaled from 1 to 5 to agree or disagree
Semantic differential scale
scale 1 to 5 to express opinion
Descriptive Statistics
Mean Median mode and Std
Cross Tabulation
1-2-3way
multivariate
Anova
