GIÁO TRÌNH MARKETING NGHIÊN CỨU - PHẦN 8 potx
GIÁO TRÌNH MARKETING NGHIÊN CỨU - PHẦN 8 potx
... test – Role-playing activity Ch 8 18 Focus Groups Online Focus Groups • Online focus group: one in which the respondents and/or clients communicate and/or observe by use of the Internet Ch 8 5 Observation ... versus unstructured – Human versus mechanical Ch 8 29 Other Qualitative Techniques • Depth interview is a set of probing questions posed one-on-one to a subject by a train...
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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, ... report. – Double- and triple-check all labels, numbers, and visual shapes. – Exercise caution if you use three- dimensional figures. – Make sure all parts of the scales are presented. Ch 2...
Ngày tải lên: 28/07/2014, 19:20
GIÁO TRÌNH MARKETING NGHIÊN CỨU - PHẦN 18 pptx
... Ch 18 34 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-Tabulations • When ... 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-sq...
Ngày tải lên: 28/07/2014, 19:20
GIÁO TRÌNH MARKETING NGHIÊN CỨU - PHẦN 17 ppt
... 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 ... of Variance). – Test all pairs of 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...
Ngày tải lên: 28/07/2014, 19:20
GIÁO TRÌNH MARKETING NGHIÊN CỨU - PHẦN 16 pot
... 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% ±3.7% • 500 ±4.4% ±4.0% ±2.6% • 1,000 ±3.1% ±2 .8% ±1.9% The “p” you found in your sample 1.96 ... 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, COMP...
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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 ... 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 de...
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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 ... 14 18 Reducing Nonresponse Error • Mail surveys: – Advance notification – Monetary incentives – Follow-up mailings • Telephone surveys: – Callback attempts Ch 14 2 Nonsampling Error in Marketing...
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GIÁO TRÌNH MARKETING NGHIÊN CỨU - PHẦN 13 ppsx
... 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 13 48 Other ... (See MRI 13.2, p. 3 78) • Z is determined the same way (1.96 or 2. 58) • E is expressed in terms of the units we are estimating (i.e., if we are measuring attitudes on a 1-7 scale, we...
Ngày tải lên: 28/07/2014, 19:20
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 ... members of the population have a known chance (probability) of being selected into the sample • Non-probability samples: instances in which the chances (probability) of selecting members fr...
Ngày tải lên: 28/07/2014, 19:20
GIÁO TRÌNH MARKETING NGHIÊN CỨU - PHẦN 11 ppsx
... 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