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 15Chi-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 14Cross-Tabulations•When ... Crosst abulat ionCount71 6 777 16 23 78 22 100YesNoDid You Studyfor the Test?TotalPass FailHow Did You Performon the Test?Total Ch 18 20 Cross-Tabulations•Bar charts can be used...

GIÁO TRÌNH MARKETING NGHIÊN CỨU - PHẦN 17 ppt

... Differences between the Percents of 2 Groups -1 .96+1.96 2. 5% 2. 5%95%SupportedNot Supported Not Supportedp1 = p 2 p1 > p2p1 < 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: P1=65 and P 2 =40•Z=4.51•Since the z value is greater than + or -1 .96, the difference ... significance! Ch 17 24 Using SPSS to Test 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...

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. 6 12. •Capitalize on white space. Ch 20 22 Using Visuals: Tables and Figures•Tables identify exact values; allow reader to compare numerical data. Ch 20 10Organizing...

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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 sample1.96 ... is between 36.5 and 46.1 percent. Ch 16 35How 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 use DATA, ... in the future, presently spend $28 1 dollars per month in a restaurant. In addition, I am 95% confident that the true population value falls between $26 7 and $29 7 (95% confidence interval)....

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 9Why 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 Research3. Differences analysis: used to compare the mean of the ... 11Types of Statistical Analyses Used in Marketing Research•Five Types of Statistical Analysis: 1. Descriptive analysis: used to describe the data set 2. Inferential analysis: used to generate...

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 9Possible 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–All ... gathering errors–Data handling errors–Data analysis errors–Interpretation errors Ch 14 22 Minimizing Non-Sampling Error–Care in constructing questionnaire and instructions…pretest!–Provide...

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 = 1,4504% - 2% = 2% Ch 13 13Sample 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 1-7 scale, we may ... 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”N=77 Ch...

GIÁO TRÌNH MARKETING NGHIÊN CỨU - PHẦN 12 pot

... unlisted numbers Ch 12 8Probability Sampling Methods Ch 12 17A 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 40Developing a Sample Plan4. Draw the sample.–Substitution methods:•Drop-down substitution •Oversampling •Resampling Ch 12 23Probability SamplingStratified ... divided into clusters. Ch 12 18Stratified Sampling•When the researcher knows the answers to the research question are likely to vary by subgroups… Ch 12 27Stratified Sampling•Note...

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 31Computer-Assisted Questionnaire Design•Computer-assisted questionnaire design: software programs allow users to use computer ... parents who use car seats are responsible? Ch 11 27 Question Flow•Question flow pertains to the sequencing of questions or blocks of questions.–Warm-up questions–Transitions–Skip questions–Classification...

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