Chapter 3- Inbound Communication Flashcards Preview

MKTG 317 > Chapter 3- Inbound Communication > Flashcards

Flashcards in Chapter 3- Inbound Communication Deck (10):
1

Define market information (1)

- assess opportunities and threats

2

Four steps of the marketing research process (4)

- determine research problem (identify)
- develop research design (operate)
- execute research design (collect)
- conclusion

3

Marketing problem between strategy based and research base (2)

- strategy based: what could you do? (5P)
- research based: what should you do?

4

In the existing information source (6)

- literature: academic, trade association press, others
- secondary data: internal, external, data integrity

5

In the new information source- different observation (3)

- overt: awareness (focused groups)
- covert: unaware
- participate: interaction

6

In the new information source- different communication (3)

- exploratory: small sample, qualitative (focused group)
- causal: cause-effect, quantitative (treatment/control)
- descriptive: large sample, quantitative (survey)

7

Different response form (2)

- open ended: unstructured
- closed ended: structured (categorical: agree/disagree, continuous: 1-5)

8

Sampling concepts (3)

- population: specific group
- sample frame: be drawn
- sample unit: single element

9

Sampling plan (2)

- probability: random sampling
- non probability: convenience sampling

10

Data analysis (3)

- univariate
- bivariate
- multivariate