GIÁO TRÌNH MARKETING NGHIÊN CỨU - PHẦN 18 pptx
GIÁO TRÌNH MARKETING NGHIÊN CỨU - PHẦN 18 pptx
... Ch 18 34 Ch 18 22 Cross-Tabulations • Using SPSS, commands are ANALYZE, DESCRIPTIVE STATISTICS, CROSSTABS and within the CROSSTABS dialog box, STATISTICS, CHI-SQUARE. Ch 18 14 Cross-Tabulations • When ... students? • We use the Chi-Square test to tell us if nonmonotonic relationships are really present. Ch 18 7 Monotonic Increasing Relationship Ch 18 25 Chi-Square Analysi...
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GIÁO TRÌNH MARKETING NGHIÊN CỨU - PHẦN 20 ppsx
... You a Better Writer…Use Subheadings! • TITLE • FIRST-LEVEL HEADING • Second-Level Heading • Third-Level Heading • Fourth-Level Heading. • Fifth-Level Heading – part of the sentence • See MRI 20.3, ... information is presented in the research report. – Double- and triple-check all labels, numbers, and visual shapes. – Exercise caution if you use three- dimensional figures. – Make sure all...
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GIÁO TRÌNH MARKETING NGHIÊN CỨU - PHẦN 17 ppt
... 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 ... of Variance). – Test all pairs of averages simultaneously Ch 17 18 Tests of Differences between the Percents of 2 Groups -1 .96 +1.96 2.5% 2.5% 95% Supported Not Supported Not Supported p 1...
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GIÁO TRÌNH MARKETING NGHIÊN CỨU - PHẦN 16 pot
... 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: ... OR • The sample statistic may be a mean, i.e., the average amount spent per month in restaurants is $185 .00 Ch 16 22 Estimating a Population Percentage with...
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GIÁO TRÌNH MARKETING NGHIÊN CỨU - PHẦN 15 docx
... Ch 15 10 Types of Statistical Analyses Used in Marketing Research • Statistical Analysis: Basic Data Analysis: Descriptive Statistics Ch 15 18 When to Use a Particular Statistic Ch 15 3 ... 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 d...
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GIÁO TRÌNH MARKETING NGHIÊN CỨU - PHẦN 14 pot
... 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 ... 14 18 Reducing Nonresponse Error • Mail surveys: – Advance notification – Monetary incentives – Follow-up mailings • Telephone surveys: – Callback attempts Ch 14 2 Nonsampling Error in Marketing...
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GIÁO TRÌNH MARKETING NGHIÊN CỨU - PHẦN 13 ppsx
... 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” N=77 Ch ... (error) can be calculated with a simple formula, and expressed as a ± % number. n 550 - 2000 = 1,450 4% - 2% = ±2% Ch 13 13 Sample Size Axiom • The size of the probability sample de...
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GIÁO TRÌNH MARKETING NGHIÊN CỨU - PHẦN 12 pot
... 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...
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GIÁO TRÌNH MARKETING NGHIÊN CỨU - PHẦN 11 ppsx
... 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...
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GIÁO TRÌNH MARKETING NGHIÊN CỨU - PHẦN 10 pps
... other. Ch 10 2 Basic Question-Response Formats • Open-ended • Closed-ended • Scaled-response Measurement in Marketing Research Ch 10 23 Workhorse Scales Used in Marketing Research • The Modified ... Question-Response Formats Closed-Ended • Closed-ended question provides options on the questionnaire that can be answered quickly and easily. Ch 10 9 Basic Question-Response Formats Sca...
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