GIÁO TRÌNH MARKETING NGHIÊN CỨU - PHẦN 10 pps

... than” the other. Ch 10 2 Basic Question-Response Formats • Open-ended • Closed-ended • Scaled-response Measurement in Marketing Research Ch 10 23 Workhorse Scales Used in Marketing Research • The ... unaware Ch 10 6 Basic Question-Response Formats Closed-Ended • Closed-ended question provides options on the questionnaire that can be answered quickly and easily. Ch 10 9 Bas...

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, ... 20 10 Organizing the Written Report Ch 20 31 Ethical Visuals • An ethical visual is one that is totally objective in terms of how information is presented in the research report. – Double-...

Ngày tải lên: 28/07/2014, 19:20

... satisfaction is 7.3 on a 1 0- 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 1 0- point scale” N=77 Ch ... 6. Ch 13 11 Population Size e=±3% Sample Size e=±4% Sample Size 10, 000 ____ ____ 100 ,000 ____ ____ 1,000,000 ____ ____ 100 ,000,00 0 ____ ____ Sample Size and Population Size •...

Ngày tải lên: 28/07/2014, 19:20

... 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

... 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

... 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

... that we can say that if we did our study over 100 times, we can determine a range within which the sample statistic will fall 95 times out of 100 (95% level of confidence). This gives us ... 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...

Ngày tải lên: 28/07/2014, 19:20

... reveal the typical difference between the values in a set of values Ch 15 10 Types of Statistical Analyses Used in Marketing Research • Statistical Analysis: Basic Data Analysis: Descriptive ... 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...

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 –...

Ngày tải lên: 28/07/2014, 19:20