MKT 4440 Exam 1 Gleiberman Questions
With Accurate Answers
LSU is an ___ school; research is the main priority. LSU is a university that creates
knowledge; doesn't just teach it. - ANSWER R1
means reviewers of research papers do not know the author, and the author does not
know who the reviewers are. Best validity of information. - ANSWER double blind
100% increase claim; but the company went from 1 customer in the first quarter to 2 in
the other leads to screwy statistics. But, if the company went from one warehouse to 2
in the next quarter, that is likely a high performing company. Look at what the statistic is
saying.
Another ex of screwy statistics is ________, using data and incorrect graphics to stretch
the data to push an agenda. - ANSWER screwy statistics
data stretching
ways to make screwy statistics - ANSWER innapropriate scale
ignoring whole timeframe
Ice cream consumption and drowning deaths both go up in the summer, but they have
no correlation with one another. But, when shown together on a graph they would
appear to influence one another. - ANSWER coorelation and causation; a way to
present screwy statistics
Cross-sectional
Longitudinal
Primary (new data collected by oneself)
Anecdotal (anecdotal data is based on ideas and stories (like wendys having bad PR
from an ad; conjecture) not real data until research is done.
Secondary (from other sources) - ANSWER types of data
, the statistical hypothesis tested by the statistical procedure; usually a hypothesis of no
difference or no relationship - ANSWER Null hypothesis (H0)
Hypothesis that there is a difference of relationship present, p < .05 - ANSWER H1 or
H2
statistical significance = reject null = - ANSWER p < .05
Often in a business transaction there are 2 parties, the buyer and seller. With marketing,
there are often 3 parties, the other party who helps facilitate the transaction. EX:
marketing agency, data groups, Hootsuite, and more - ANSWER 3rd parties
book with 95 different 'thesis' about marketing.
Main realization is that marketing is essential conversations. Short (ads), long (videos,
seminars, ets) - ANSWER cluetrain manifesto
markets are convos: markets are no longer passive entities but vibrant conversations
among people. They emphasize the importance of authentic and meaningful
communication between businesses and customers.
Hyperlinked World: The internet has created a hyperlinked world where information is
freely accessible and interconnected. Companies must adapt to this new environment
by being open and transparent.
Markets Are People: The book encourages companies to view their markets not as
faceless entities but as a collection of people with diverse needs, opinions, and desires -
ANSWER cluetrain manifesto
Granovetter (1973) - ANSWER Strength of ties can be measured through:
1 - amount of time spent together
2 - emotional intensity of relationship
3 - level of intimacy
4 - degree of reciprocity
strength of weak ties - ANSWER the notion that relatively weak ties often turn out to be
quite valuable because they yield new information
sentiment and reputation of a brand - ANSWER brand equity
apple has high brand equity
a numerical value of a brand, how much a BRAND (not company) is worth. (does not
include assets of the company, just value of the brand itself. ) - ANSWER brand value
what distinguishes your brand from another brand. Many places don't have a USP such
as gasoline. - ANSWER Unique selling point (USP)
first social media site - ANSWER Six Degrees (1997) Kevin Bacon
With Accurate Answers
LSU is an ___ school; research is the main priority. LSU is a university that creates
knowledge; doesn't just teach it. - ANSWER R1
means reviewers of research papers do not know the author, and the author does not
know who the reviewers are. Best validity of information. - ANSWER double blind
100% increase claim; but the company went from 1 customer in the first quarter to 2 in
the other leads to screwy statistics. But, if the company went from one warehouse to 2
in the next quarter, that is likely a high performing company. Look at what the statistic is
saying.
Another ex of screwy statistics is ________, using data and incorrect graphics to stretch
the data to push an agenda. - ANSWER screwy statistics
data stretching
ways to make screwy statistics - ANSWER innapropriate scale
ignoring whole timeframe
Ice cream consumption and drowning deaths both go up in the summer, but they have
no correlation with one another. But, when shown together on a graph they would
appear to influence one another. - ANSWER coorelation and causation; a way to
present screwy statistics
Cross-sectional
Longitudinal
Primary (new data collected by oneself)
Anecdotal (anecdotal data is based on ideas and stories (like wendys having bad PR
from an ad; conjecture) not real data until research is done.
Secondary (from other sources) - ANSWER types of data
, the statistical hypothesis tested by the statistical procedure; usually a hypothesis of no
difference or no relationship - ANSWER Null hypothesis (H0)
Hypothesis that there is a difference of relationship present, p < .05 - ANSWER H1 or
H2
statistical significance = reject null = - ANSWER p < .05
Often in a business transaction there are 2 parties, the buyer and seller. With marketing,
there are often 3 parties, the other party who helps facilitate the transaction. EX:
marketing agency, data groups, Hootsuite, and more - ANSWER 3rd parties
book with 95 different 'thesis' about marketing.
Main realization is that marketing is essential conversations. Short (ads), long (videos,
seminars, ets) - ANSWER cluetrain manifesto
markets are convos: markets are no longer passive entities but vibrant conversations
among people. They emphasize the importance of authentic and meaningful
communication between businesses and customers.
Hyperlinked World: The internet has created a hyperlinked world where information is
freely accessible and interconnected. Companies must adapt to this new environment
by being open and transparent.
Markets Are People: The book encourages companies to view their markets not as
faceless entities but as a collection of people with diverse needs, opinions, and desires -
ANSWER cluetrain manifesto
Granovetter (1973) - ANSWER Strength of ties can be measured through:
1 - amount of time spent together
2 - emotional intensity of relationship
3 - level of intimacy
4 - degree of reciprocity
strength of weak ties - ANSWER the notion that relatively weak ties often turn out to be
quite valuable because they yield new information
sentiment and reputation of a brand - ANSWER brand equity
apple has high brand equity
a numerical value of a brand, how much a BRAND (not company) is worth. (does not
include assets of the company, just value of the brand itself. ) - ANSWER brand value
what distinguishes your brand from another brand. Many places don't have a USP such
as gasoline. - ANSWER Unique selling point (USP)
first social media site - ANSWER Six Degrees (1997) Kevin Bacon
