MKTG212 – Marketing Concepts Revision

A series of flashcards covering key concepts in marketing research methods and statistical analysis.

Research Logic

A systematic approach that includes steps: Problem → Variable → Data → Analysis → Conclusion.

Validity

The extent to which a test measures what it claims to measure, including Internal (cause), Construct (measure), and External (generalize).

Correlation

A statistical measure that expresses the extent to which two variables are linearly related, without implying causation.

Regression

A statistical method to model and analyze the relationship between a dependent variable Y and one or more independent variables X, represented by the equation Y = a + bX.

Beta (β)

In regression analysis, it represents the strength of the relationship between dependent and independent variables.

Significance (p-value)

A measure used to determine the probability that the observed results occurred by chance; lower p-values indicate more reliable results.

Normal Distribution

A probability distribution that is symmetric about the mean, showing that data near the mean are more frequent in occurrence than data far from the mean; foundational for hypothesis testing.