GIÁO TRÌNH MARKETING NGHIÊN CỨU - PHẦN 9 doc

... answer – No interview-evaluation apprehension Ch 9 23 Person-Administered Surveys In-Office Interview • Key Advantage: – Useful for interviewing busy executives Ch 9 25 Person-Administered Surveys Central ... available Ch 9 11 Computer-Administered Surveys • Disadvantages: – Technical skills required – High set-up costs Ch 9 6 Person-Administered Surveys (Without Computer Assis...

Ngày tải lên: 28/07/2014, 19:20

... $1,500 • 20% buys at $2,500 or more Ch 15 9 Why is Statistical Analysis Used? • Why Use Statistical Analysis? – To generalize the patterns to the population • 95 % of all Gateway buyers pay between ... 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 proc...

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... gift baskets • Small without marketing resources • Needed wholesalers…of gift baskets. Where are they? Who are they? • SIC: 51 Code for wholesalers/nondurables • 5 199 , wholesalers, nondurables, ... issues may be tracked over several years; Gallup started in 193 5. • http://poll.gallup.com/ Ch 7 21 Single Source Data • Single-source data: data that contain information on several vari...

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 ... published in Sales and Marketing Management magazine. • The “Survey of Buying Power” provides the buying power index (BPI). Ch 6 5 Classification of Secondary Data – Database...

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... Watchman. • Marketing researchers should speed up marketing research by using IT. • Marketing researchers should take an integrative approach…avoid being “silos” of isolated information. Ch 3 29 Why ... respondents. Ch 3 9 The Marketing Research Industry Classification of Marketing Research Suppliers May or may not be a formal department Outside firm hired to perform s...

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 resu...

Ngày tải lên: 28/07/2014, 19:20

... page 491 . Ch 17 20 An Example: Testing the Difference Between Two Percentages (p. 495 ) • Applying the formula: P 1 =65 and P 2 =40 • Z=4.51 • Since the z value is greater than + or -1 .96 , the ... averages simultaneously Ch 17 18 Tests of Differences between the Percents of 2 Groups -1 .96 +1 .96 2.5% 2.5% 95 % Supported Not Supported Not Supported p 1 = p 2 p 1 > p 2p...

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... greater than +1.64 (95 %). Ch 16 7 Accuracy Levels for Different Sample Sizes • At 95 % ( z = 1 .96 ) • n p=50% p=70% p =90 % • 10 ±31.0% ±28.4% ±18.6% • 100 9. 8% 9. 0% ±5 .9% • 250 ±6.2% ±5.7% ... percent, and we are 95 percent confident that the true population value is between 36.5 and 46.1 percent. Ch 16 35 How to Test Statistical Hypothesis 2.5% 2.5% 95 % -1 .96 +1 .96...

Ngày tải lên: 28/07/2014, 19:20