Consumer Behaviour Research Methods at TU München | Flashcards & Summaries

Lernmaterialien für Consumer Behaviour Research Methods an der TU München

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Administering treatments
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Posttest - people watch an ad then rate their attitude toward the brand Pretest-Posttest - observation before and after treatment
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Administering treatments
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- Posttest: observation after treatment - Pretest-posttest: observation before and after treatment - Static (non-random) group assignment - Random group assignment - Time series (e.g. with secondary data)
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Factor analysis rotation methods
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Orthogonal Rotation: VARIMAX - assumes no correlation between factors - minimizes the number of items with high loadings on each factor - maximizes the squared factor loadings for each factor Oblique Rotation
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1. How to define the Problem?
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- Discuss with decision makers - Interviews with experts - Secondary data analysis - Qualitative data analysis (Exploratory and Focus groups)
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3 Different Sample Types
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One Sample Independent Samples - responses of separate groups Related Samples - responses of same individuals
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What correlation to use?
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Interval variables -> Pearson Correlation One scale ordinal --> Spearman Correlation
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Types of Factor Analysis
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- Exploratory Factor analysis (EFA): to identify relationships among variables - Confirmatory factor analysis (CFA): to test hypothesis that variables are associated with specific factors
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What are the types(classes) of marketing research?
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-problem identification research(opportunity identification) eg. market potential, market share, image, market characteristics, sales analysis, forecasting, and trends research -problem-solving research eg. segmentation, product, pricing, promotion, and distribution research
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Principal Component Analysis (PCA) (Factor Analysis)
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- Allows to compute factor weights in order to extract the maximum possible variance from original variables - widely used in market segmentation
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Disadvantages of Comparative Scales (Relative)
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- Ordinal nature of the data - Inability to generalize beyond the stimulus objects scaled
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Two Sided Hypothesis Testing
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H0: the parameter of the variable is EQUAL H1: the parameter of the variable is DIFFERENT
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Why to standardize data?
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- Data becomes "unit free" - Tells us how many standard deviations something is away from the mean - Easy to determine the probability of observing this value again or smaller/greater ones
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Beispielhafte Karteikarten für deinen Consumer Behaviour Research Methods Kurs an der TU München - von Kommilitonen auf StudySmarter erstellt!

Q:
Administering treatments
A:
Posttest - people watch an ad then rate their attitude toward the brand Pretest-Posttest - observation before and after treatment
Q:
Administering treatments
A:
- Posttest: observation after treatment - Pretest-posttest: observation before and after treatment - Static (non-random) group assignment - Random group assignment - Time series (e.g. with secondary data)
Q:
Factor analysis rotation methods
A:
Orthogonal Rotation: VARIMAX - assumes no correlation between factors - minimizes the number of items with high loadings on each factor - maximizes the squared factor loadings for each factor Oblique Rotation
Q:
1. How to define the Problem?
A:
- Discuss with decision makers - Interviews with experts - Secondary data analysis - Qualitative data analysis (Exploratory and Focus groups)
Q:
3 Different Sample Types
A:
One Sample Independent Samples - responses of separate groups Related Samples - responses of same individuals
Mehr Karteikarten anzeigen
Q:
What correlation to use?
A:
Interval variables -> Pearson Correlation One scale ordinal --> Spearman Correlation
Q:
Types of Factor Analysis
A:
- Exploratory Factor analysis (EFA): to identify relationships among variables - Confirmatory factor analysis (CFA): to test hypothesis that variables are associated with specific factors
Q:
What are the types(classes) of marketing research?
A:
-problem identification research(opportunity identification) eg. market potential, market share, image, market characteristics, sales analysis, forecasting, and trends research -problem-solving research eg. segmentation, product, pricing, promotion, and distribution research
Q:
Principal Component Analysis (PCA) (Factor Analysis)
A:
- Allows to compute factor weights in order to extract the maximum possible variance from original variables - widely used in market segmentation
Q:
Disadvantages of Comparative Scales (Relative)
A:
- Ordinal nature of the data - Inability to generalize beyond the stimulus objects scaled
Q:
Two Sided Hypothesis Testing
A:
H0: the parameter of the variable is EQUAL H1: the parameter of the variable is DIFFERENT
Q:
Why to standardize data?
A:
- Data becomes "unit free" - Tells us how many standard deviations something is away from the mean - Easy to determine the probability of observing this value again or smaller/greater ones
Consumer Behaviour Research Methods

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