Marketing Research Exam Review

Practice flashcards covering key concepts and terms from the Marketing Research course for Exam 2 preparation.

What is a Construct?

An abstract idea or concept formed in a person’s mind, generally not directly observable and used to represent complex phenomena in research.

What are some common constructs that we measure in marketing?

Brand Awareness, Brand Loyalty, Consumer Satisfaction, etc

Nominal Scale

A scale that partitions data into mutually exclusive and collectively exhaustive categories without any quantitative value, e.g., gender or occupation.

Ordinal Scale

A scale that maintains the characteristics of nominal scales but can also order data according to the magnitude of alternatives.

Interval Scale

A scale with equal intervals between points, allowing for comparison of differences but lacking a true zero point.

Ratio Scale

A scale that includes a true zero point, allowing for meaningful comparison of absolute differences between values.

Validity

The degree to which what the researcher was trying to measure was actually measured.

Reliability

The extent to which a measurement scale consistently provides similar results over time and is free from random error.

Likert Scale

A balanced scale allowing respondents to indicate their level of agreement with statements, typically on a five-point or seven-point scale.

Semantic Differential Scale

Respondents rank a concept between dichotomous pairs of words or phrases

Double-Barreled Questions

Questions that combine two or more issues into a single question, causing ambiguity in responses.

Open-Ended Questions

Questions that allow respondents to answer in their own words, often used in exploratory research.

Closed-Ended Questions (multiple choice, fixed alternative)

Questions that provide respondents with specific limited-alternative responses, easier for analysis and it eliminates interviewer bias as well as makier it easier for respondents

Pre-testing

The testing of the questionnaire on a small sample of respondents for the purpose of identifying and eliminating potential problems.

Test Marketing

A strategy used by companies to introduce a new product, service, or marketing campaign in a limited market before a full-scale launch

Independent Variable (treatment)

A variable that is manipulated or changed in an experiment to observe its effects on the dependent variable.

Dependent Variable

A variable that is not directly controlled and happens as a result of a independent variable.

Extraneous Variable

Factors one does not control but has to live with, such as the weather, participants’ mood, etc..

Descriptive Statistics

Statistics that summarize characteristics of a dataset, often including measures of central tendency like mean, median, and mode.

Mean

the sum of all the values in the data set divided by the number of values

Median

the middle value when the data is arranged in ascending orderIf there is an even number of values, the median is the average of the two middle values.

Mode

the values that appear most often in a data setin a given dataset, representing the most frequently occurring value or values.

ANOVA

Analysis of Variance; a statistical test used to determine if there are significant differences between the means of three or more groups.

Categorical variable

Represents groups or categories that do not have a numerical value. Categorical variables can be nominal or ordinal.

Continuous Variable

A numeric and can take on any value within a range

chi-square test

test ofor association between categorical variables or goodness of fit

one-sample t-test

compare the mean of a single sample to a known population mean

paired sample t-test

compare the means of two related groups (same subjects measured twice)

independent sample t-test

compare the means of two independent groups

correlation test

determine the strength and direction of the relationship between two continuous variables