MKBU 3441 Study Guide - Midterm Guide: Response Bias, Data Mining
2 Mar 2019
School
Department
Course
Professor
Document Summary
Prepare and present report: major players in marketing research. Data already collected for purpose other than problem. Survey/experiment: buyer behavior: body of knowledge tries to understand and predict consumers reactions based on individuals" specific characteristics, motives, perceptions, attitudes, buying habits and. Research questions: refined statements of specific components of the problem (ask specific info required to address each problem) Theory: conceptual scheme based on foundational statements assumed to be true. Hypothesis: unproven statement/proposition about a factor or phenomenon of interest. Possible answer to research question statement about relationships: research design: framework for conducting market research with procedure necessary for obtaining information needed to solve problems. Series of pictures when viewed together portray situation and changes. One-time collection of information from any given sample of population elements. Cost less: data mining: use of powerful computers and advanced statistical/other software to analyze large databases in order to discover hidden patterns in data.
