MARK20100 Lecture Notes - Lecture 2: Rack Jobber, Fixed Cost, Ant-Zen
Document Summary
We can never really prove a casual relationship. Choose descriptive over casual when some of the data is unable to be manipulated. Descriptive phase within the three categories of marketing design: cross-sectional research: a one time snapshot of the population by the way of a sample (survey), if there is more than one relationship than you can compare the two. The population does not have to be human. Survey doesn"t mean questionnaire (doesn"t explain how a measurement will be done: experimental group: initial measure of dependent (y1) experimental treatment (x), Y3, y4: control group: measurement of the dependent (y2), no x, y3, y4, experimental factor: (y3-y1) (y4-y2) Ex: p&g created a new ad and wants to test it. They need an experimental group and control group: randomly get 50 and then split them up into the two different groups when they get there. (a) dependent variable: brand preference (x is what you are testing for)
