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MKT 402 > Consumer Research > Flashcards

Flashcards in Consumer Research Deck (10)
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1
Q

List the 5 consumer research methods

A
  1. Focus groups (interviews)
  2. Surveys
  3. Ethnographic research
  4. Correlational research
  5. Experimental research
2
Q

Which of the 5 methods is cheapest?

A

Surveys

3
Q

Which method is least effective for new technologies?

A

Focus groups

4
Q

Which method involves observing behavior?

A

Ethnographic

5
Q

Which method can determine causation?

A

Experimental

6
Q

Which method can determine whether there is a relationship between 2 variables?

A

Correlational

7
Q

What is a spurrious correlation

A

Fake/artificial - no reason for relationship

8
Q

In experiments, which element is manipulated?

A

Independent variable

9
Q

In experiments, which element is measured?

A

Dependent variable

10
Q

List the 3 factors necessary for causation

A
  1. The two variables are correlated
  2. The cause precedes the effect
  3. Other potential causes are ruled out