GIÁO TRÌNH MARKETING NGHIÊN CỨU - PHẦN 17 ppt
GIÁO TRÌNH MARKETING NGHIÊN CỨU - PHẦN 17 ppt
... “likely” is different from
non-subscribers’ mean on “likely,”
we should use SPSS:
•
ANALYZE, COMAPRE MEANS,
INDEPENDENT SAMPLES T-TEST
(See p. 500.)
Ch 17 33
Ch 17 25
Using SPSS to Test Differences ... SAMPLES t-test.
•
If the two groups are from the same
sample, you would use PAIRED
SAMPLES t-test.
Testing for Differences
Between Two Groups or
Among More than Two
Groups
Ch...
GIÁO TRÌNH MARKETING NGHIÊN CỨU - PHẦN 18 pptx
... 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...
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...
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: ... 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...
GIÁO TRÌNH MARKETING NGHIÊN CỨU - PHẦN 15 docx
... Ch 15 13
Types of Statistical Analyses
Used in Marketing Research
5. Predictive analysis: allows one to
make forecasts for future events
Ch 15 17
Understanding Data Via
Descriptive Analysis
•
Measures ...
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 p...
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 ... surveys:
–
Advance notification
–
Monetary incentives
–
Follow-up mailings
•
Telephone surveys:
–
Callback attempts
Ch 14 2
Nonsampling Error in
Marketing Research
•
Nonsampling error includes
–...
GIÁO TRÌNH MARKETING NGHIÊN CỨU - PHẦN 13 ppsx
... respondents like
our brand
–
Sample accuracy is ± 3% (via our
formula)
–
So 37% - 43% like our brand
Ch 13 17
The Confidence Interval Method
of Determining Sample Size
•
Confidence interval ... 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=...
GIÁO TRÌNH MARKETING NGHIÊN CỨU - PHẦN 12 pot
... 12 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 ...
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
fro...
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...