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Essentials of Marketing Research

Essentials of Marketing Research Chapter 14: Basic Data Analysis TABULATION FREQUENCY TABLE PERCENTAGES CENTRAL TENDENCY & DISPERSION MEAN/MEDIAN STANDARD DEVIATION CROSS-TABULATION ANALYZE DATA BY GROUPS OR CATEGORIES COMPARE DIFFERENCES CONTINGENCY TABLE

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Essentials of Marketing Research

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  1. Essentials of Marketing Research Chapter 14: Basic Data Analysis

  2. TABULATION • FREQUENCY TABLE • PERCENTAGES • CENTRAL TENDENCY & DISPERSION • MEAN/MEDIAN • STANDARD DEVIATION

  3. CROSS-TABULATION • ANALYZE DATA BY GROUPS OR CATEGORIES • COMPARE DIFFERENCES • CONTINGENCY TABLE • PERCENTAGE CROSS-TABULATIONS

  4. ELABORATION AND REFINEMENT • ELABORATION ANALYSIS • MODERATOR VARIABLE • SPURIOUS RELATIONSHIP

  5. DATA TRANSFORMATION • DATA CONVERSION • CHANGING THE ORIGINAL FORM OF THE DATA INTO A NEW FORMAT • MORE APPROPRIATE DATA ANALYSIS • NEW VARIABLES

  6. CALCULATING RANK ORDER • ORDINAL DATA • BRAND PREFERENCES

  7. TABLES • BANNERHEADS FOR COLUMNS • STUDHEADS FOR ROWS

  8. CHARTS AND GRAPHS • PIE CHARTS • LINE GRAPHS • BAR CHARTS • VERTICAL • HORIZONTAL

  9. PIE GRAPH

  10. LINE GRAPH

  11. BAR GRAPH

  12. COMPUTER PROGRAMS • SPSS • SAS • SYSTAT • MICROSOFT EXCEL

  13. HYPOTHESIS • AN UNPROVEN PROPOSITION OR SUPPOSITION THAT TENTATIVELY EXPLAINS CERTAIN FACTS OF PHENOMENA • NULL HYPOTHESIS – H0 • ALTERNATIVE HYPOTHESIS – H1

  14. SIGNIFICANCE LEVEL • CRITICAL PROBABILITY IN CHOOSING BETWEEN THE NULL HYPOTHESIS AND THE ALTERNATIVE HYPOTHESIS • PROBABILITY LEVEL SELECTED IS TYPICALLY .05 OR .01 (Similar to 95% and 99% Confidence) • TOO LOW TO WARRANT SUPPORT FOR THE NULL HYPOTHESIS

  15. TESTING A HYPOTHESIS ABOUT A MEAN • Null Hypothesis that mean equals 3.0 H0:  = 3.0 • Alternative Hypothesis that mean does not equal 3.0 H1:   3.0

  16. CRITICAL VALUES • Z = 1.96 at 95 percent confidence level S = 1.5 N = 225 • Lower limit = 3.0 - (1.96)* (1.5/sqrt(225)) = 2.804 • Upper limit = 3.0 + (1.96)* (1.5/ sqrt( 225)) = 3.196

  17. Type I and Type II Errors in Hypothesis Testing State of Null Hypothesis Decision in the Population Accept H0 Reject H0 H0 is true Correct--no error Type I error H0 is false Type II error Correct--no error

  18. TESTING A HYPOTHESIS ABOUT A DISTRIBUTION CHI-SQUARE TEST: • TEST FOR SIGNIFICANCE IN THE ANALYSIS OF FREQUENCY DISTRIBUTIONS • COMPARE OBSERVED FREQUENCIES WITH EXPECTED FREQUENCIES • “GOODNESS OF FIT”

  19. UNIVARIATE CHI-SQUARE TEST

  20. CHI-SQUARE TEST • Use Table A.4 to obtain Critical Value • Degrees of Freedom = Number of Possible Responses - 1 • Reject Null Hypothesis if Chi-Square > Critical Value

  21. UNIVARIATE CHI-SQUARE TEST EXAMPLE: 60 Aware, 40 Unaware X2 = (60 - 50)2 + (40 – 50)2 = 4 50 50 DF = 2 – 1 = 1 CV = 3.84 X2 > CV  Reject Null Hypothesis

  22. SCALE DETERMINES MEASURE Measure of Central Measure of Type of Scale Tendency Dispersion Nominal Mode None Ordinal Median Percentile Interval or ratio Mean Standard deviation

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