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 ... 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 events Ch 15 17 U...

Ngày tải lên: 28/07/2014, 19:20

... Data • Secondary data has many uses in marketing research and sometimes the entire research project may depend on the use of secondary data. • Applications include economic-trend forecasting, corporate ... information with other information? • See MRI 6.2 on page 156 Ch 6 23 “Survey of Buying Power” • The SPB is an annual survey published in Sales and Marketing Management magazi...

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... thinks should take part in the survey. Ethical - snowball sampling, referral sampling Ch 3 15 Challenges to the Marketing Research Industry • Marketing researchers should focus on diagnosing ... the market… need for portability led to Walkman, Watchman. • Marketing researchers should speed up marketing research by using IT. • Marketing researchers should take an integr...

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

... 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 re...

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 ... mean score on “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 ......

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: ... SAMPLE T-TEST. • Note: You should only run this test when you have interval or ratio data. Ch 16 15 Parameter Estimation • Confidence intervals: the degree o...

Ngày tải lên: 28/07/2014, 19:20

... 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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... 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...

Ngày tải lên: 28/07/2014, 19:20