Consumer Research Flashcards
1
Q
List the 5 consumer research methods
A
- Focus groups (interviews)
- Surveys
- Ethnographic research
- Correlational research
- Experimental research
2
Q
Which of the 5 methods is cheapest?
A
Surveys
3
Q
Which method is least effective for new technologies?
A
Focus groups
4
Q
Which method involves observing behavior?
A
Ethnographic
5
Q
Which method can determine causation?
A
Experimental
6
Q
Which method can determine whether there is a relationship between 2 variables?
A
Correlational
7
Q
What is a spurrious correlation
A
Fake/artificial - no reason for relationship
8
Q
In experiments, which element is manipulated?
A
Independent variable
9
Q
In experiments, which element is measured?
A
Dependent variable
10
Q
List the 3 factors necessary for causation
A
- The two variables are correlated
- The cause precedes the effect
- Other potential causes are ruled out
