Essentials of Marketing Research William G Zikmund Chapter
- Slides: 33
Essentials of Marketing Research William G. Zikmund Chapter 14: Basic Data Analysis
Tabulation • Frequency table • Percentages
Type of Scale Measure of Central Tendency Measure of Dispersion Nominal Ordinal Interval or ratio Mode Median Mean None Percentile Standard deviation
CROSS-TABULATION • • Analyze data by groups or categories Compare differences Contingency table Percentage cross-tabulations
ELABORATION AND REFINEMENT • Moderator variable • Spurious relationship
Data Transformation • A. K. A data conversion • Changing the original form of the data to a new format • More appropriate data analysis • New variables
CALCULATING RANK ORDER • Ordinal data • Brand preferences
TABLES • Bannerheads for columns • Studheads for rows
Charts and Graphs • Pie charts • Line graphs • Bar charts – Vertical – Horizontal
Line Graph
Bar Graph
Web. Surveyor Bar Chart
Computer Programs • • • SPSS SAS SYSTAT Microsoft Excel Web. Surveyor
Hypothesis • An unproven proposition or supposition that tentatively explains certain facts of phenomena • Null hypothesis • Alternative hypothesis
Significance Level • Critical probability in choosing between the null hypothesis and the alternative hypothesis • Probability level selected is typically. 05 or. 01 • Too low to warrant support for the null hypothesis
Testing A Hypothesis About A Mean
The null hypothesis that the mean is equal to 3. 0:
The alternative hypothesis that the mean does not equal to 3. 0:
A Sampling Distribution m=3. 0
A Sampling Distribution a=. 025 m=3. 0
A Sampling Distribution UPPER LIMIT LOWER LIMIT m=3. 0
Critical values of m Critical value - upper limit
Critical values of m
Critical values of m Critical value - lower limit
Critical values of m
Region of Rejection LOWER LIMIT m=3. 0 UPPER LIMIT
Hypothesis Test m =3. 0 2. 804 m=3. 0 3. 196 3. 78
Type I and Type II Errors in Hypothesis Testing State of Null Hypothesis in the Population Decision Accept Ho Reject Ho Ho is true Ho is false Correct--no error Type II error Type I error Correct--no error
Testing a Hypothesis about a Distribution • Chi-square test • Test for significance in the analysis of frequency distributions • Compare observed frequencies with expected frequencies • “Goodness of fit”
Chi-Square Test
Type of Measurement Type of descriptive analysis Two categories Nominal More than two categories Frequency table Proportion (percentage) Frequency table Category proportions (percentages) Mode
Type of Measurement Type of descriptive analysis Ordinal Rank order Median
Type of Measurement Type of descriptive analysis Interval Arithmetic mean
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