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...

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

... 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...

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

... 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...

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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 –...

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... 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=...

Ngày tải lên: 28/07/2014, 19:20

... 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...

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... 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