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Investigación del Mercado > IDM 2do parcial > Flashcards

IDM 2do parcial Flashcards

1
Q

What are the three niveles de medición?

A

1) Nominal
2) Ordenal
3) Intervalar

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2
Q

What is the sistema de categorias?

A

Group of observable variables:

Determines how to measure a variable

1) Nominal - Classified by what they have, not by their properties e.g. name of a category.
2) Ordenal - Able to order the values e.g. social group vs reason for buying a product.
3) Intervalar - Can measure mathematically the distance between points e.g. age or marks on a test.

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3
Q

Hipotesis Bivariada

A

Contains TWO observable variables, specifies how these variables influence the other. Considering the ‘unidad de analisis’ at the same time.

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4
Q

What is an independent variable?

A

Determined factor, a cause, stimulus

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5
Q

What is a dependent variable?

A

What we’d like to explain, the effect of the variable assuming that it is influenced by the other variables.

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6
Q

What is the ‘unidad de analisis’?

A

Our object / subject of study, e.g. men who live in CABA

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7
Q

Example of a dependent variable?

A

Dependent variable = frecuencia de compra

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8
Q

Example of independent variable?

A

Independent variable = Nivel socioeconómico

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9
Q

What are the characteristics of a Muestra Probabilística?

A

Probabilística:

  • Used at random
  • Every element in the universo has the SAME probability of being selected.
  • There is a KNOWN probability of being selected.
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10
Q

What are the characteristics of a Muestra No Probabilística?

A

Muestra No Probabilística:

  • More intentional
  • More selective in who would be included in the universo.
  • Uncertain probability of being selected
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11
Q

What are CUOTAS CRUZADAS?

A

Comparing and combining two variables as one

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12
Q

What does a muestra autoponderada generate?

A

Muestras autoponderadas are generally more representative

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13
Q

What do muestras no ponderadas generate?

A

Unrepresentative results

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14
Q

What are estudios cualitativos?

A

Estudios Cualitativos:
A flexible set of questions that can be constantly adjusted during and after collection of data

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15
Q

Estudios Cuantitativos : Cuestionario

A

Estudios Cuantitativos: Cuestionario:

  • Structure of questions that must always be in the written in the same way and order.
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16
Q

What are the 5 steps when preparing a report?

A

1) Knowing the audience
2) Identify a message
3) Writing a story
4) Maintain attention
5) Recommend actions

17
Q

Examples of bases de datos?

A

SPSS, ASCII, SNAP

18
Q

What is a Matriz de datos?

A

a way of ordering data where you can clearly see its tripartite structure

19
Q

What does a cuadro help do?

A

A cuadro helps to observe the relationship between two or more variables

20
Q

blah blah blah

A

blah blah blah

Investigación del Mercado (2 decks)

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