GIÁO TRÌNH MARKETING NGHIÊN CỨU - PHẦN 2 ppt
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 ... 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-Tabu...
GIÁO TRÌNH MARKETING NGHIÊN CỨU - PHẦN 17 ppt
... 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
1
< p
2
Ch 17 27
An Example
–
To determine if subscribers’ ... 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 tha...
GIÁO TRÌNH MARKETING NGHIÊN CỨU - PHẦN 20 ppsx
... methodology!
Ch 20 20
A Tip to Make You a Better
Writer…Use Subheadings!
•
TITLE
•
FIRST-LEVEL HEADING
•
Second-Level Heading
•
Third-Level Heading
•
Fourth-Level Heading.
•
Fifth-Level Heading ... shapes.
–
Exercise caution if you use three-
dimensional figures.
–
Make sure all parts of the scales are
presented.
Ch 20 28
Ch 20 25
Ch 20 26
...
idea… See MRI 20 .4 on p....
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%
•
25 0 ±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 ... 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
Ch 16 24
Parameter Estimation Using
SPSS: Estimating a Mean
•
We must first...
GIÁO TRÌNH MARKETING NGHIÊN CỨU - PHẦN 15 docx
... basic patterns in the data
•
30% buys at $1,500 or less
•
50% buys at between $2, 500 and
$1,500
•
20 % buys at $2, 500 or more
Ch 15 9
Why is Statistical Analysis
Used?
•
Why Use Statistical ... 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 t...
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 13 ppsx
... (error) can be calculated with a
simple formula, and expressed as a ± % number.
n 550 - 20 00 = 1,450
4% - 2% = 2%
Ch 13 13
Sample Size Axiom
•
The size of the probability sample
depends on the ... formula (See MRI 13 .2, p.
378)
•
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...
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
Stra...
GIÁO TRÌNH MARKETING NGHIÊN CỨU - PHẦN 11 ppsx
...
suitable
Ch 11 20
Questionnaire Organization
•
The introduction is called a “cover
letter” if the introduction is written to
accompany a mail survey or online
survey.
Ch 11 22
Questionnaire ... 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 com...