... 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 ... visual 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
... submission.
•
The letter...
... (error) can be calculated with a
simple formula, and expressed as a ± % number.
n 550 - 200 0 = 1,450
4% - 2% = ±2%
Ch 13 13
Sample Size Axiom
•
The size of the probability sample
depends on ... 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...
... 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...
... 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...
... 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 ... 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 d...
...
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
MEANS, ONE SAMPLE T-TEST.
•
Note: ... it agrees with or
refutes his or her belief about that topic
Ch 16 40
Hypothesis Testing
•
Non-Directional hypotheses:
hypotheses that do not indicate the
di...
...
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
describing ... average value
characterizing a set of numbers
Ch 15 13
Types of Statistical Analyses
Used in Marketing Research
5. Predictive analysis: allows one to
make forecasts for future event...
... 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 one cluster) sample unless ...
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
f...