Fashion Marketing

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The first step in content analysis is selecting coding units and classification systems.
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Terms in this set (43)
The first step in content analysis is selecting coding units and classification systems.
False
This method allows you to identify patterns and themes in spoken, written or audio-visual forms of human communication.
Content Analysis
The population for content analysis corresponds to ________
the body of content (text, media...) from which a sample will be drawn
Which of the following materials can be analyzed using content analysis?
All forms of human communication
A priori coding requires conducting exploratory research and acquiring knowledge and understanding about the topic
True
Content Analysis can be done using one of the following basic methods (check all that apply)
Conceptual

Relational
Content analysis allows to convert [A] data into [B] measures.
Specified Answer for: A qualitative

Specified Answer for: B quantitative
Terms examined in content analysis may be _______ or __________. The latter are more complicated to code.
explicit, implicit
What is the first step in content analysis?
Formulate a specific research question/inquiry
The difference between units of analysis and categories is that:
units of analysis are particular words or phrases in the text while categories are groupings of codes around a particular concept
Placing a unit of analysis into a content category is a process referred to as______CodingIn content analysis, content categories should be _____ and _____ .exhaustive, mutually exclusiveIn content analysis, emergent coding is when you categorize as you code, priori coding is the other option.TrueSuppose a population is 60% women and 40% men. A representative sample of 200 people from this population would consist of approximately120 women and 80 menWhich of the following sampling techniques is particularly inadequate when observing phenomena that occur repeatedly at regular intervals?Systematic samplingHave you ever purchased a counterfeit fashion item? (check one) Yes No this survey item is _____________dichotomousA possible survey item that reads, " Please indicate your level of satisfaction with X-Brand's store layout and website interactivity " could be criticized because it isdouble barreled questionWhat type of questions should you avoid in a survey (check all that apply)Double-barreled questions Leading questionsa _______ scale measures the degree of agreement of respondents with a series of statementslikertIn order to obtain data for a marketing research project, a student asks classmates to complete a survey before class starts. The resulting sample of respondents can best be characterized as aconvenience sampleIn closed-ended survey questions, the options must be _____ and _____ .exhaustive, mutually exclusiveConvenience sampling is a great way to quickly obtain a sample that represents the population of interest.FalesA sample is considered biased when the characteristics of the samplediffer systematically from those of the target population.You cannot copy survey questions from published studies because it is considered plagiarism.FalesThe three Vs of Big Data stand for [A], [B], and [C].Specified Answer for: A volume Specified Answer for: B variety Specified Answer for: C velocityYou are the team leader of the cosmetics department in a major retail store. You are asked to install a new interactive price comparison tool in your department to test how it will be received by your customers. You have a trained team member record the number of customers who use the new tool during consecutive 30-minute periods. Usage is measured using which of the following types of data?MetricSelect the appropriate pair: "A measurement may be very ____________________ but not ______________________."reliable, validYou are interested in whether customers browsing your website are satisfied with their experience. You find a short questionnaire that asks customers to rate their satisfaction on a 7-point Likert scale. This questionnaire uses which type of data?Ordinal'_________________________' is about the truthfulness of a measurment.ValidityWhich of following statements is NOT correct about ethics in online research? check all that applyBecause all research is virtual, there is no possible harm to participating consumers Private companies are not conducting research to publish scholarly articles, so ONLY academic and government researchers should worry about research ethicsMatch the definition with the corresponding concept (some answers may be used more than once)- F. Original information that is collected firsthand - B. Information that has previously been collected from other studies or sources - B. Information you find in the literature - F. Information you generate by analyzing how your customers rate your product in online reviewsWhen your customers perceive it, they will pay for it. The process by which we add knowledge and develop theories. Research that leads to solving specific problems. Based on numerical description of problemsA. Value B. Fundamental research C. Applied D. Quantitative researchA buyer's market isA marketplace where buyers can pick and choose from many optionsWhich of following is NOT a study type under exploratory research?SurveysCheck all alternative terms/phrases that might be used to describe the independent variableExplanatory variable Predictora road map that identifies a specific target market, the preferences of that market's members, and ways to connect with and keep them. - B. the method for dividing markets into small homogeneous clusters - F. promoting your product or service only to your specific customer group - E. Any person or organization with an interest in the company -Strategic marketing plan Segmentation Target marketing StakeholdersCheck all alternative terms/phrases that might be used to describe the dependent variableOutcome variable Placing a unit of analysis into a content category is a process referred to as______ Central focus of the studyWhich of following is a CORRECT statement about variables?A variable is a characteristic that can take different values or levelsThe crafting of marketing campaigns and messages to address a particular market is referred to asMarketing customizationWhich of following is a primary advantage of conducting case studies?can help you learn from others' mistakes and avoid pitfallsIn Marketing, STP stands for:Segment, Target, PositionValue provided to the customer equates toProfitsWhich of the following sampling techniques is particularly inadequate when observing phenomena that occur repeatedly at regular intervals?Systematic sampling