Essentials of Marketing Research Chapter 14: Basic Data Analysis.

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Presentation transcript:

Essentials of Marketing Research Chapter 14: Basic Data Analysis

TABULATION FREQUENCY TABLE PERCENTAGES RATIOS

Measure of CentralMeasure of Type of ScaleTendencyDispersion NominalModeNone OrdinalMedianPercentile/range Interval or ratioMeanStandard deviation

CROSS-TABULATION ANALYZE DATA BY GROUPS OR CATEGORIES COMPARE DIFFERENCES CONTINGENCY TABLE PERCENTAGE CROSS-TABULATIONS How many?

ELABORATION AND REFINEMENT MODERATOR VARIABLE SPURIOUS RELATIONSHIP

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

CALCULATING RANK ORDER ORDINAL DATA BRAND PREFERENCES

TABLES BANNERHEADS FOR COLUMNS STUDHEADS FOR ROWS

CHARTS AND GRAPHS PIE CHARTS LINE GRAPHS BAR CHARTS –VERTICAL –HORIZONTAL

COMPUTER PROGRAMS SPSS SAS SYSTAT MICROSOFT EXCEL –(Not really a complete statistical software package)

HYPOTHESIS AN UNPROVEN PROPOSITION OR SUPPOSITION THAT TENTATIVELY EXPLAINS CERTAIN FACTS OF PHENOMENA NULL HYPOTHESIS ALTERNATIVE HYPOTHESIS

SIGNIFICANCE LEVEL CRITICAL PROBABILITY IN CHOOSING BETWEEN THE NULL HYPOTHESIS AND THE ALTERNATIVE HYPOTHESIS PROBABILITY LEVEL SELECTED IS TYPICALLY.05 OR.01 TOO LOW TO WARRANT SUPPORT FOR THE NULL HYPOTHESIS

TESTING A HYPOTHESIS ABOUT A MEAN

The alternative hypothesis is that the mean does not equal 3.0: H  : µ  3.0

HYPOTHESIS µ=3.0  

Type I and Type II Errors in Hypothesis Testing State of Null Hypothesis Decision in the PopulationAccept H0Reject H0 H0 is trueCorrect--no errorType I error H0 is falseType II errorCorrect--no error

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”

Type of Measurement Nominal Two categories More than two categories Frequency table Proportion (percentage) Frequency table Category proportions (percentages) Mode Type of descriptive analysis

Type of Measurement Type of descriptive analysis Ordinal Rank order Median

Type of Measurement Type of descriptive analysis Interval Arithmetic mean

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