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 Errors • Unintentional ... Ch 14 18 Reducing Nonresponse Error • Mail surveys: – Advance notification – Monetary incentives – Follow-up mailings • Telephone surveys: – Callback attempts Ch 14 2 N...

Ngày tải lên: 28/07/2014, 19:20

... Ch 16 33 What is a Statistical Hypothesis? • A hypothesis is what someone expects (or hypothesizes) the population percent or the average to be. • If your hypothesis is correct, it will fall ... Ch 16 30 Hypothesis Testing • Hypothesis: an expectation of what the population parameter value is • Hypothesis testing: a statistical procedure used to “accept” or “reject” the hypothesis bas...

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 ... specific Web site Ch 12 40 Developing a Sample Plan 4. Draw the sample. – Substitution methods: • Drop-down substitution • Oversampling • Resampling Ch 12 23 Probability Sampling Stratified...

Ngày tải lên: 28/07/2014, 19:20

... Ch 8 29 Other Qualitative Techniques • Depth interview is a set of probing questions posed one-on-one to a subject by a trained interviewer so as to gain an idea of what the subject thinks ... questioning – Word association test – Sentence completion – Picture test – Cartoon or balloon test – Role-playing activity Ch 8 18 Focus Groups Online Focus Groups • Online focus group: one in which...

Ngày tải lên: 28/07/2014, 19:20

... based on theory or experience – Hierarchy of Effects • Unaware-Aware-Knowledge-Liking- Intention-Purchase-Loyalty – Importance-Performance Model • Importance: Performance on attributes Ch ... channels 4 Premium channels Pay-for-view Ch 4 2 The Importance of Properly Defining the Problem • Properly defining the problem is the most important step in the marketing research process. •...

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 ... 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-Tabulati...

Ngày tải lên: 28/07/2014, 19:20

... 13 Testing the Difference Between Two Percentages • Null hypothesis: no difference between the means being compared • Alternative hypothesis: a true difference between the compared means Ch ... stands for probability of supporting the null hypothesis (no difference or no association). • If the probability of supporting the null hypothesis is low, say 0.05 or less, we have significanc...

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...

Ngày tải lên: 28/07/2014, 19:20

... 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