Figure 16 1 Relationship of Frequency Distribution Hypothesis

Figure 16. 1 Relationship of Frequency Distribution, Hypothesis Testing and Cross-Tabulation to the Previous Chapters and the Marketing Research Process Focus of This Chapter • Frequency • General Procedure for Hypothesis Testing • Cross Tabulation Relationship to Previous Chapters • Research Questions and Hypothesis (Chapter 2) • Data Analysis Strategy (Chapter 15) Relationship to Marketing Research Process Problem Definition Approach to Problem Research Design Field Work Data Preparation and Analysis Report Preparation and Presentation

Figure 16. 2 Frequency Distribution, Hypothesis Testing, and Cross Tabulation: An Overview Opening Vignette Tables 16. 1 -16. 2 Fig 16. 3 -16. 4 Statistics Associated With Frequency Distribution Fig 16. 5 Introduction to Hypothesis Testing Figs 16. 6 -16. 9 Cross Tabulation Tables 16. 3 -5 Statistics Associated With Cross Tabulation Fig 16. 10 Cross Tabulation in Practice Fig 16. 10 Application to Contemporary Issues TQM International Technology Ethics Focus on Elrick & Lavidge Internet Applications Frequency Distribution

Figure 16. 3 Conducting Frequency Analysis Calculate the Frequency for Each Value of the Variable Calculate the Percentage and Cumulative Percentage for Each Value, Adjusting for Any Missing Values Plot the Frequency Histogram Calculate the Descriptive Statistics, Measures of Location and Variability

Figure 16. 4 Frequency Histogram

Figure 16. 5 Skewness of a Distribution

Figure 16. 6 A General Procedure for Hypothesis Testing Step 1 Formulate H 0 and H 1 Step 2 Select Appropriate Test Step 3 Choose Level of Significance, α Step 4 Collect Data and Calculate Test Statistic a) Determine Probability Associated with Test Statistic(TSCAL) a) Compare with Level of Significance, α Step 5 Step 6 b) Determine Critical Value of Test Statistic TSCR Determine if TSCR falls into (Non) Rejection Region b) Step 7 Reject or Do Not Reject H 0 Step 8 Draw Marketing Research Conclusion

Figure 16. 7 Type I Error (α) and Type II Error (β )

Figure 16. 8 Probability of z With a One-Tailed Test Chosen Confidence Level = 95% Chosen Level of Significance, α=. 05 z = 1. 645

Figure 16. 9 A Broad Classification of Hypothesis Testing Procedures Hypothesis Testing Test of Association Test of Difference Means Proportions

Figure 16. 10 Chi-Square Test of Association Level of Significance, α 2

Figure 16. 11 Conducting Cross Tabulation Analysis Construct the Cross-Tabulation Data Calculate the Chi-Square Statistic, Test the Null Hypothesis of No Association NO No Association Reject H 0? YES Determine the Strength of Association Using an Appropriate Statistic Interpret the Pattern of Relationship by Calculating Percentages in the Direction of the Independent Variable