GIÁO TRÌNH MARKETING NGHIÊN CỨU - PHẦN 20 ppsx

... methodology! Ch 20 20 A Tip to Make You a Better Writer…Use Subheadings! • TITLE • FIRST-LEVEL HEADING • Second-Level Heading • Third-Level Heading • Fourth-Level Heading. • Fifth-Level Heading ... visual shapes. – Exercise caution if you use three- dimensional figures. – Make sure all parts of the scales are presented. Ch 20 28 Ch 20 25 Ch 20 26 ... submission. • The letter...

Ngày tải lên: 28/07/2014, 19:20

... (error) can be calculated with a simple formula, and expressed as a ± % number. n 550 - 200 0 = 1,450 4% - 2% = ±2% Ch 13 13 Sample Size Axiom • The size of the probability sample depends on ... satisfaction is 7.3 on a 10-point scale. In addition, we are 99% confident that the true level of satisfaction in our consumer population falls between 6.8 and 7.8 on a 10-point scale...

Ngày tải lên: 28/07/2014, 19:20

... programs are more efficient when they process numbers. Ch 11 31 Computer-Assisted Questionnaire Design • Computer-assisted questionnaire design: software programs allow users to use computer ... non- monetary. – Anonymity: respondent assured name not identified – Confidentiality: respondent’s name is known by the researcher but not divulged to a third party – Both are used as non-mon...

Ngày tải lên: 28/07/2014, 19:20

... or -) indicates the direction of the association Ch 18 15 Chi-Square Analysis • Chi-square (X2) analysis: is the examination of frequencies for two nominal-scaled variables in a cross- tabulation ... effect. – Correlations will not detect non- linear relationships between variables. Ch 18 28 Chi-Square Analysis • How do I interpret a Chi-square result? – A significant chi-square resu...

Ngày tải lên: 28/07/2014, 19:20

... Differences Between Two Group Means • The t-test is used to compare differences between two means (remember: “t for two”). • But the types of t-test depends upon whether the two groups upon ... 491. Ch 17 20 An Example: Testing the Difference Between Two Percentages (p. 495) • Applying the formula: P 1 =65 and P 2 =40 • Z=4.51 • Since the z value is greater than + or -1 .96, the d...

Ngày tải lên: 28/07/2014, 19:20

... Hypothesis 2.5% 2.5% 95% -1 .96 +1.96 Ch 16 24 Parameter Estimation Using SPSS: Estimating a Mean • We must first use DATA, SELECT CASES to select LIKELY=5. • Then we run ANALYZE, COMPARE MEANS, ONE SAMPLE T-TEST. • Note: ... it agrees with or refutes his or her belief about that topic Ch 16 40 Hypothesis Testing • Non-Directional hypotheses: hypotheses that do not indicate the di...

Ngày tải lên: 28/07/2014, 19:20

... of variation in a way that can be translated into a bell-shaped curve distribution Ch 15 4 Types of Statistical Analyses Used in Marketing Research • Data summarization: the process of describing ... average value characterizing a set of numbers Ch 15 13 Types of Statistical Analyses Used in Marketing Research 5. Predictive analysis: allows one to make forecasts for future event...

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... questionnaires • Nonresponses to specific questions (item omissions) • Yea- or nay-saying patterns • Middle-of-the-road patterns Ch 14 9 Possible Errors in Field Data Collection: Respondent ... surveys: – Advance notification – Monetary incentives – Follow-up mailings • Telephone surveys: – Callback attempts Ch 14 2 Nonsampling Error in Marketing Research • Nonsampling error includes –...

Ngày tải lên: 28/07/2014, 19:20

... 8 Probability Sampling Methods Ch 12 17 A Two-Step Cluster Sample • A two-step cluster sample (sampling several clusters) is preferable to a one-step (selecting only one cluster) sample unless ... members of the population have a known chance (probability) of being selected into the sample • Non-probability samples: instances in which the chances (probability) of selecting members f...

Ngày tải lên: 28/07/2014, 19:20