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| To examine the marketing communication function and the growing importance of advertising and other promotional elements in the marketing programs of domestic and foreign companies. |
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Definition
| ch 1 marketing book learning objective |
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| To introduce the concept of integrated marketing communications (IMC) and consider how it has evolved. |
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Definition
| ch 1 marketing book learning objective |
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Term
| To examine reasons for the increasing importance of the IMC perspective in planning and executing advertising and promotional programs. |
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Definition
| ch 1 marketing book learning objective |
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Term
| To introduce the various elements of the promotional mix and consider their roles in an IMC program. |
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Definition
| ch 1 marketing book learning objective |
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Term
| To examine the various types of contact points through which marketers communicate with their target audiences. |
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Definition
| ch 1 marketing book learning objective |
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Term
| To examine how various marketing and promotional elements must be coordinated to communicate effectively. |
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Definition
| ch 1 marketing book learning objective |
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| To introduce a model of the IMC planning process and examine the steps in developing a marketing communications program. |
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Definition
| ch 1 marketing book learning objective |
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Term
| Explain why it is important to write the research question and its value clearly. |
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Definition
| ch 2 stats book learning objective |
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Term
| Describe the differences among a research question, variables, and hypotheses. |
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Definition
| ch 2 stats book learning objective |
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| State the procedure for selecting and testing a research question. |
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Definition
| ch 2 stats book learning objective |
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Term
| Differentiate the four types of literature and three types of articles. |
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Definition
| ch 2 stats book learning objective |
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Term
| Explain how to follow a reference chain. |
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Definition
| ch 2 stats book learning objective |
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Term
| Discuss reasons for completing reference summary forms. |
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Definition
| ch 2 stats book learning objective |
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Term
| List the four parts of the Introduction/research question section. |
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Definition
| ch 2 stats book learning objective |
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Term
| Explain why it is important to synthesize and compare articles in the review of literature. |
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Definition
| ch 2 stats book learning objective |
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Term
| List the parts of a research proposal. |
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Definition
| ch 3 stats book learning objective |
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Term
| Identify the major components of the Introduction section of the research proposal. |
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Definition
| ch 3 stats book learning objective |
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Term
| Identify the common second-level headings in the Method section of the research proposal. |
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Definition
| ch 3 stats book learning objective |
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| List the parts added to the proposal to complete the study. |
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Definition
| ch 3 stats book learning objective |
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Term
| State a few of the writing strategies that you plan to use when research writing. |
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Definition
| ch 3 stats book learning objective |
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| State the rights of participants. |
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| ch 3 stats book learning objective |
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| ch 3 stats book definition |
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| ch 3 stats book definition |
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| ch 3 stats book definition |
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| ch 3 stats book definition |
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| ch 3 stats book definition |
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| ch 3 stats book definition |
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| ch 3 stats book definition |
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| ch 3 stats book definition |
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| ch 3 stats book definition |
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| ch 3 stats book definition |
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| ch 3 stats book definition |
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| ch 3 stats book definition |
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| ch 3 stats book definition |
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| ch 3 stats book definition |
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| ch 2 stats book definition |
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| ch 2 stats book definition |
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| ch 2 stats book definition |
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| ch 2 stats book definition |
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| ch 2 stats book definition |
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| ch 2 stats book definition |
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| ch 2 stats book definition |
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| ch 2 stats book definition |
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| ch 2 stats book definition |
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| ch 2 stats book definition |
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| ch 2 stats book definition |
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| ch 2 stats book definition |
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Term
| List the data-collection methods and explain which one is the most unobtrusive measure. |
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Definition
| ch 6 stats book learning objective |
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Term
| Describe the generalization/internal and external validity trade-off with observation. |
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Definition
| ch 6 stats book learning objective |
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Term
| Discuss similarities and differences between the panel of experts and the pilot test. |
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Definition
| ch 6 stats book learning objective |
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Term
| State what information is entered into the computer columns and rows for quantitative analysis. |
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Definition
| ch 6 stats book learning objective |
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Term
| Discuss the three characteristics that differentiate the three types of personal interviews. |
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Definition
| ch 6 stats book learning objective |
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Term
| Describe data-collection and data-analysis differences between the structured and unstructured interview. |
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Definition
| ch 6 stats book learning objective |
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Term
| Discuss some of the advantages and disadvantages of telephone interviews versus personal interviews. |
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Definition
| ch 6 stats book learning objective |
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Term
| Identify the major advantages and disadvantages of the survey questionnaire, as compared to other survey methods. |
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Definition
| ch 7 stats book learning objective |
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Term
| Identify the first step in the survey research process, and discuss why it is the starting point. |
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Definition
| ch 7 stats book learning objective |
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Term
| Discuss the need for determining the use of each question and the statistical method to be used with it. |
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Definition
| ch 7 stats book learning objective |
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Term
| Explain the need to address nonresponse bias and how it is done. |
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Definition
| ch 7 stats book learning objective |
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Term
| Describe the characteristics of a good questionnaire. |
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Definition
| ch 7 stats book learning objective |
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Term
| Discuss general guidelines to the measurement level, scaling, coding, and numbering of questions. |
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Definition
| ch 7 stats book learning objective |
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Term
| Discuss the use of monetary and nonmonetary inducements. |
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Definition
| ch 7 stats book learning objective |
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Term
| Identify and describe four methods of increasing response rate. |
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Definition
| ch 7 stats book learning objective |
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