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Lecture Notes for MKTG 4154 - Marketing Research with Shrewsberry at Virginia Tech (VT)

Notes Information

Material Type:Study Guide
Professor:Shrewsberry
Class:MKTG 4154 - Marketing Research
Subject:Marketing
University:Virginia Polytechnic Institute And State University
Term:Spring 2008
Keywords:
  • Universal Product Codes
  • People Meter
  • Share of Voice
  • Situation Awareness
  • Type 1 Error
  • Convergent Validity
  • Control Group
  • The Independent
  • Observation
  • Electrical Resistance
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Sample Document Text

Study Guide Final Exam - Marketing Research Ethical Principles Universal Product Codes – contains information on the category of goods, the manufacturer, and product identification based on size, flavor, color, or so on. Syndicated Services – a marketing research supplier that provides standardized information for many clients in return for a fee. EX: J.D. Power and Associates sells research about customers’ ratings of automobile quality and their reasons for satisfaction. Spyware – software that is placed on your computer without consent or knowledge while suing the Internet. Reliability – an indicator of a measure’s internal consistency. Consistency is the key to understanding reliability. A measure is reliable when different attempts at measuring something converge on the same result. If a professor’s tests are reliable, a student should tend toward consistent scores on all tests. Validity – the accuracy of a measure or the extent to which a score truthfully represents a concept. Psychogal...

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