1. Environmental input: refers to all factors that affect the experimental input and its main body. In marketing experiments, environmental inputs include competitors' behaviors, weather changes, uncooperative dealers and so on.
2. Experimental output: experimental results. In the marketing experiment, this result mainly includes the change of sales volume, the change of customer attitude and behavior, etc.
3. Experimental design: it refers to determining the number of subjects, the length of experimental time and the control type.
4. Original data: refers to the data that an enterprise must collect in person for the first time, which is called first-hand data or original data.
5. Second-hand data: refers to the processed data, which is called second-hand data.
6. Dependent variables: Any marketing problem involves a set of variables, and marketing researchers are mainly interested in one of them. He wants to know how this variable changes at different times and places. This variable is called dependent variable.
7. Independent variables: After determining the dependent variables, marketing researchers should further investigate how other variables affect the changes of the dependent variables at different times and places. Such variables are called independent variables.
8. Regression analysis: refers to a formula technique to express the influence of independent variables on dependent variables.
9. Discriminant analysis: two groups with more than two gains are clearly classified according to a certain feature, so that any group belongs to a certain category. The purpose is to find important discriminant variables and combine them into predictable formulas. This method to solve the problem is discriminant analysis.
10. Factor analysis: Find some truly independent variables from a set of related variables. Factor analysis is a statistical technique, which is used to identify the basic factors that really cause correlation in a group of related variables.