MKTG 460 Chapter Notes - Chapter 8,9,10: Electrical Resistance And Conductance, Marketing Ethics, Barcode Reader
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Descriptive: research which the major emphasis is on describing characteristics of a group or the extent to which variables are related. Ex. characteristics such as brand attitude, preferences, demographic variables or the relationship between variables ex. Is brand attitude different for men vs. women. Very common, typically carried out by survey involving sample from a larger population. What most people think of when they hear marketing research . You are describing the degree to which groups have certain characteristics or the size of the association between two or more variables. Causal: type of research in which the major emphasis is on determining cause-and- effect relationships. Utilized to answer questions such as, if we do this, what impact will we likely have in the marketplace. We can never really prove that one thing causes another. In order to say one thing caused another, three conditions must be met: There must be consistent variation between the cause and the effect.
