essentials of marketing research chapter 14: basic data analysis
TRANSCRIPT
Essentials of Marketing ResearchEssentials of Marketing Research
Chapter 14:
Basic Data Analysis
TABULATIONTABULATION
• FREQUENCY TABLE
• PERCENTAGES
• RATIOS
Measure ofCentral Measure of
Type of Scale Tendency Dispersion
Nominal Mode NoneOrdinal Median Percentile/rangeInterval or ratio Mean Standard deviation
CROSS-TABULATIONCROSS-TABULATION
• ANALYZE DATA BY GROUPS OR CATEGORIES
• COMPARE DIFFERENCES
• CONTINGENCY TABLE
• PERCENTAGE CROSS-TABULATIONS
• How many?
ELABORATION ELABORATION AND REFINEMENTAND REFINEMENT
• MODERATOR VARIABLE
• SPURIOUS RELATIONSHIP
DATA TRANSFORMATIONDATA TRANSFORMATION
• DATA CONVERSION
• CHANGING THE ORIGINAL FORM OF
THE DATA INTO A NEW FORMAT
• MORE APPROPRIATE DATA
ANALYSIS
• NEW VARIABLES
CALCULATING RANK ORDERCALCULATING RANK ORDER
• ORDINAL DATA
• BRAND PREFERENCES
TABLESTABLES
• BANNERHEADS FOR COLUMNS
• STUDHEADS FOR ROWS
CHARTS AND GRAPHSCHARTS AND GRAPHS
• PIE CHARTS
• LINE GRAPHS
• BAR CHARTS– VERTICAL– HORIZONTAL
0
20
40
60
80
100
1st
Qtr
2nd
Qtr
3rd
Qtr
4th
Qtr
East
West
North
COMPUTER PROGRAMSCOMPUTER PROGRAMS
• SPSS
• SAS
• SYSTAT
• MICROSOFT EXCEL – (Not really a complete statistical software package)
HYPOTHESISHYPOTHESIS
AN UNPROVEN PROPOSITION OR SUPPOSITION THAT TENTATIVELY EXPLAINS CERTAIN FACTS OF PHENOMENA
• NULL HYPOTHESIS
• ALTERNATIVE HYPOTHESIS
SIGNIFICANCE LEVELSIGNIFICANCE 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 TESTING A HYPOTHESIS ABOUT A MEANABOUT A MEAN
The alternative hypothesis is that the mean does not equal 3.0:
H: µ3.0
HYPOTHESIS µ=3.0HYPOTHESIS µ=3.0
Type I and Type II Errors in Hypothesis Testing
State of Null Hypothesis Decisionin the Population Accept H0 Reject H0
H0 is true Correct--no error Type I errorH0 is false Type II error Correct--no error
TESTING A HYPOTHESIS TESTING A HYPOTHESIS ABOUT A DISTRIBUTIONABOUT A DISTRIBUTION
• CHI-SQUARE TEST
• TEST FOR SIGNIFICANCE IN THE ANALYSIS OF FREQUENCY DISTRIBUTIONS
• COMPARE OBSERVED FREQUENCIES WITH EXPECTED FREQUENCIES
• “GOODNESS OF FIT”
Type ofMeasurement
Nominal
Twocategories
More thantwo categories
Frequency tableProportion (percentage)
Frequency tableCategory proportions
(percentages)Mode
Type of descriptive analysis
Type ofMeasurement
Type of descriptive analysis
Ordinal Rank orderMedian
Type ofMeasurement
Type of descriptive analysis
Interval Arithmetic mean