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marketing research
final exam
20
Marketing
Undergraduate 4
12/04/2012

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Term
correlation
Definition
is the linear relationship between 2 metric variables
Term
correlation coefficient is represented by
Definition
the letter r.
Term
correlation coefficient ranges
Definition
+1.0 to -1.0
Term
for correlation coefficents the negative values
Definition
as one variables increases, the other decreses
Term
correlation coefficients for positive values:
Definition
as one variable increase, the other variable also increase
Term
0 correlation represent
Definition
no relationship
Term
residual
Definition
distance from observed data point to best fit line
Term
R (squared) is the measure
Definition
of how well the best fit line captures the variance
Term
non-parametric methods
Definition
ordinal ad nominal
medians rather than means
correlation basked on ranks
can also be used for interval and ratio data
example is consumers relative brand preference rankings
Term
factor analysis reduces
Definition
the number of independent variables measuring a construct by examining correlation between variables.
Term
factor analysis creates the thing with
Definition
squash
Term
conjoint attributes are
Definition
multi-attribute decisions.
Term
discriminant analysis predicts a categorical dependent variable from independent variables
Definition
Term
in cluster analysis subgroups should be
Definition
homogeneous within and heterogeneous between the groups
Term
in cluster analysis
Definition
the groups are not pre-defined
Term
multidimensional scaling is that
Definition
perceptual mapping graph. It is how people perceive products or services relative to each other.
Term
coding is
Definition
translating non-metric data into numbers.
Term
what to code for in open ended responses
Definition
themes
magnitude and intensity
Term
coding open ended responses for themes you use
Definition
one variable (one column in spreadsheet) for each common theme
Term
coding categorical responses
Definition
dual choice (yes/no) questions
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