MKTG 322 Exam 1 - FLASHCARDS - Developing consumer behavior

Question 1

What is analysis of archival data?

Answer 1

Patterns in a data between variables, across platforms, over time. Inside or outside a company

Question 2

Why do we do experiments?

Answer 2

To learn, discover new information, and test an existing theory for a cause and effect relationship

Question 3

Does correlation mean causation?

Answer 3

No

Question 4

What is an experiment?

Answer 4

A scientific procedure undertaken to test a hypothesis and establish a causal relationship. It involves a study where participants are randomly assigned to different groups

Question 5

What are the pros of lab experiments?

Answer 5

Controlled setting

Question 6

What are the cons of lab experiments?

Answer 6

• Informed consent
• Lack of realism
• Incentives might be too small

Question 7

What are the pros of field experiments?

Answer 7

• Large and scalable
• Real-world stakes

Question 8

What are the cons of field experiments?

Answer 8

• Contamination
• Noise

Question 9

What are requirements for experiments?

Answer 9

1. Outcome variable(s)
   • What are you trying to change?
2. Experimental variable(s)
   • How will you create that change?
3. Hypothesis: a testable prediction!
4. Participants
   • Sample size (50+ per group)
   • Random assignment

Question 10

What is a main effect experiment?

Answer 10

Two or more groups across one factor
*has one experimental variable but that variable can be experimented with in different ways (font: red, blue, purple, etc.)

Question 11

What do surveys describe?

Answer 11

• Consumer sentiment or satisfaction
• Brand perception
• Service feedback

Question 12

Gym membership application was an example of…

Answer 12

a properly conducted experiment

Question 13

Control v. Treatment Condition

Answer 13

Control = way it already is
Treatment = way/thing I am trying out instead

Question 14

What is the 2X2 framework?

Answer 14

Two factors w/ two groups each
*Two experimental variables, each with a control & treatment condition = four groups to experiment with (font: red or black AND bold: yes or no)

Question 15

• Field Experiments
• Lab Experiments
• Surveys
• Analysis of archival data
• In-depth Interviews
• Focus groups

Which research tools show causality; which ones show correlation?

Answer 15

Field and lab experiments show causality. Surveys, archival data, in depth interviews, and focus groups show correlation

Question 16

What are the cons of surveys?

Answer 16

-limitations from wording/leading
- only provides correlation, not causality

Question 17

What does analysis of archival data describe?

Answer 17

patterns of data between variables, across platforms, over time

Question 18

What is the limitation of archival data?

Answer 18

correlation, not cause

Question 19

What do in depth interviews describe?

Answer 19

individual interview & can study non-verbal communication