Marketing Research Design and Measurement Fundamentals
Research Problem Definition
- Define decision problem
- Specify research question
- Establish research objective
- Benefits of expected information = report
Types of Data
- Primary Data
- Secondary Data (Internal & External)
- Customer Knowledge
Qualitative Research (Primary Exploratory)
Qualitative research is primary exploratory research, subjective in nature.
Advantages of Qualitative Research
- Cheaper
- No better way to understand in-depth motivations and feelings
- Can improve efficiency of quantitative research
Limitations
Read MoreUnderstanding Key Concepts in Psychology and Intelligence
1. A person who can imagine many possible solutions to a problem, including some that might be outside of the box, best illustrates:
B – divergent thinking
2. Per the class notes, intelligence is best defined as a(n):
A – ability to learn from experience and adapt to change.
3. The ability to learn a new computer software program is to ________ as knowledge of state capitals is to ________.
B – fluid intelligence, crystallized intelligence
4. Which of the following is not one of the dimensions of intelligence
Read MoreKey Sociological Theories and Thinkers
Introduction to Sociology
Foundational Thinkers
Émile Durkheim
Durkheim was one of the founders of sociology. In the context of this topic, his main contribution is the idea that sociology studies institutions — like family, religion, and school — which create order and hold society together. He introduced the concept of social facts: things like norms and laws that exist outside individuals but shape how they behave. His work shows that personal behavior (like suicide) is shaped by larger social
Read MoreBiological Foundations of Psychology: Genes, Brains, and Perception
Behavioral Genetics and Heredity
Core Concepts in Behavioral Genetics
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Behavioral Genetics: The study of gene-environment interaction influencing behavior, traits, and brain function.
- Example: How genes and environment contribute to anxiety.
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Epigenetics: Changes in gene expression without altering the DNA sequence, often due to environmental factors.
- Example: How childhood trauma alters gene expression.
- Behavioral Genomics: The relationship between DNA, specific genes, and behavior (e.g., identifying
Forensic Assessment of Child Abuse Testimony Validity
Assessing Credibility and Validity in Child Testimony
The assessment of findings under testimony focuses on two primary aspects:
Defining Credibility and Validity
- Credibility: Whether it can be concluded that the child, based on their story and other gathered evidence, was subject to abuse by the alleged perpetrators.
- Validity: Refers to the accuracy of the details of the abuse, the extent to which the reported experience may be lower than what was actually experienced, and the degree to which certain
Understanding Organizational Behavior and Its Impact on Performance
Organizational Behavior (OB) — also known as I–O Psychology — is the scientific study of behavior in organizational settings and the application of psychology to understand work behavior.
OB uses the scientist–practitioner model, meaning it applies data-driven, evidence-based research to improve performance and employee well-being.
Big Five Model (OCEAN) Personality is fairly stable and predicts job performance across cultures. Openness to Experience – curious, creative.
Conscientiousness