GIÁO TRÌNH MARKETING NGHIÊN CỨU - PHẦN 10 pps

... programs are more efficient when they process numbers. Ch 11 31Computer-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-monetary ... for all questions–Don’t ask leading questions–Don’t ask loaded questions–Don’t ask double-barreled questions–Don’t use overstated questions Do you think children’s car seats are useful?Should...

... Research?•Identify marketing opportunities and problems•Generate, refine, and evaluate potential marketing actions•Monitor marketing performance•Improve marketing as a process Ch 1 9Restaurant Marketing ... comments? Ch 1 18Classifying Marketing Research Studies•Generating, refining, and evaluating potential marketing actions–Proposed marketing- mix evaluation testing–New-product prototype testing–Advertising ... regulations. 1 MARKETING MARKETING RESEARCHRESEARCH55thth edition editionAlvin C. BurnsAlvin C. Burns Ronald F. BushRonald F. Bush Ch 1 24Hot Topics in Marketing Research•Online Marketing...

... or -) indicates the direction of the association Ch 18 15Chi-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 28Chi-Square Analysis•How do I interpret a Chi-square result?–A significant chi-square result means the researcher ... students?•We use the Chi-Square test to tell us if nonmonotonic relationships are really present. Ch 18 7Monotonic Increasing Relationship Ch 18 25Chi-Square Analysis•The chi-square distribution’s...

... 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 25Using ... males vs. females, you would use INDEPENDENT SAMPLES t-test.•If the two groups are from the same sample, you would use PAIRED SAMPLES t-test. Testing for Differences Between Two Groups...

... 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 ... Hypothesis2.5%2.5%95% -1 .96+1.96 Ch 16 24Parameter 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: ... 7Accuracy 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% ±3.7%•500 ±4.4% ±4.0% ±2.6%•1,000 ±3.1%...

... 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 4Types of Statistical Analyses Used in Marketing Research•Data summarization: the process of describing ... Descriptive Analysis•Measures of Variability: Ch 15 5Types of Statistical Analyses Used in Marketing Research•Four functions of data summarization:–Summarizes the data–Applies understandable...

... questionnaires•Nonresponses to specific questions (item omissions)•Yea- or nay-saying patterns•Middle-of-the-road patterns Ch 14 9Possible Errors in Field Data Collection: Respondent ... surveys:–Advance notification–Monetary incentives–Follow-up mailings•Telephone surveys:–Callback attempts Ch 14 2Nonsampling Error in Marketing Research•Nonsampling error includes–All ... 14 22Minimizing Non-Sampling Error–Care in constructing questionnaire and instructions…pretest!–Provide incentives to respondents–VALIDATION…industry standard is 10% Ch 14 13How to...