GIÁO TRÌNH MARKETING NGHIÊN CỨU - PHẦN 12 pot
GIÁO TRÌNH MARKETING NGHIÊN CỨU - PHẦN 12 pot
... unlisted numbers
Ch 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 ... at a
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...
GIÁO TRÌNH MARKETING NGHIÊN CỨU - PHẦN 16 pot
... 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...
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 8 potx
... 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 ... person in order
to obtain information
Ch 8 25
Operational Issues of Focus
Groups
•
Size: 6 to 12
•
Who: homogeneous
•
Recruiting: use incentives
•
Selection: what is purpose?
•
Where: conducive...
GIÁO TRÌNH MARKETING NGHIÊN CỨU - PHẦN 4 pot
... 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.
•...
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 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 17 ppt
... 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...
GIÁO TRÌNH MARKETING NGHIÊN CỨU - PHẦN 15 docx
... underlying patterns
–
Generalizes sample findings to the
population
Ch 15 12
Types of Statistical Analyses
Used in Marketing Research
3. Differences analysis: used to
compare the mean of the ...
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...
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...