CHAPTER 8 Basic Data Analysis for Quantitative Research ESSENTIALS OF MARKETING RESEARCH...
-
Upload
reynard-davis -
Category
Documents
-
view
227 -
download
5
Transcript of CHAPTER 8 Basic Data Analysis for Quantitative Research ESSENTIALS OF MARKETING RESEARCH...
CHAPTER 8 Basic Data Analysis for Quantitative Research
ESSENTIALSESSENTIALS OF MARKETING RESEARCHOF MARKETING RESEARCHHair/Wolfinbarger/Ortinau/BushHair/Wolfinbarger/Ortinau/Bush
12-2Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008
Statistical Analysis
Every set of data collected needs some summary information developed that describes the numbers it containsCentral tendency and dispersion, Relationships of the sample data, andHypothesis testing
12-3Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008
ModeModeResponse Most
Often Givento a Question
ModeModeResponse Most
Often Givento a Question
MedianMedianMiddle Value
of a Rank OrderedDistribution
MedianMedianMiddle Value
of a Rank OrderedDistribution
Measures of Central Tendency
MeanMeanArithmetic Average
12-4Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008
Measures of Central Tendency
Each measure of central tendency describes a distribution in its own manner:for nominal data, the mode is the best
measure.for ordinal data, the median is generally the
best.for interval or ratio data, the mean is
generally used.
12-5Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008
Describes how close to the mean or other measure of central tendency, the rest of the values fall
Describes how close to the mean or other measure of central tendency, the rest of the values fall
Measures of Dispersions
RangeDistance between the smallest and largest
value in a set
Standard DeviationMeasure of the average dispersion of the values
about the mean
12-6Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008
Exhibit 12.3 Output for Measures of Dispersion
12-7Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008
Univariate Tests of Significance
Tests of one variable at a timez-testt-test
Appropriate for interval or ratio data
12-8Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008
Exhibit 12.4 Univariate Hypothesis Test Using X16
12-9Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008
Bivariate Statistical Tests
Compare characteristics of two groups or two variablesCross-tabulation with Chi-Square t-test to compare two meansAnalysis of variance (ANOVA) to compare
three or more means
12-10Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008
Exhibit 12.5 Cross-Tabulation
12-11Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008
Chi-Square Analysis
Chi-square analysis enables the Researcher to test for statistical
significance between the frequency distributions of two or more nominallyscaled variables in a cross-tabulation
table to determineif there is any association
between the variables
12-12Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008
Exhibit 12.6 SPSS Chi-Square Crosstab Example
12-13Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008
Comparing means
Requires interval or ratio dataThe t-test is the difference between the
means divided by the variability of random means
The t-value is a ratio of the difference between the two sample means and the std error
The t-test tries to determine if the difference between the two sample means occurred by chance
12-14Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008
Exhibit 12.7 Comparing Two Means with Independent Samples t-Test
12-15Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008
Exhibit 12.8 Paired Samples t-Test
12-16Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008
Analysis of Variance
Analysis of Variance (ANOVA) is a statistical technique that determines if three or more means are statistically different from each other
The dependent variable must be measurable; either interval or ratio scaled
The independent variable must be categorical
“One-way ANOVA” means that there is only one independent variable
12-17Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008
F-Test
The F-test is the test usedto statistically evaluate the differencesbetween the group means in ANOVA
12-18Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008
Follow-up Tests
Anova does not tell us where the significant differences lie – just that a difference exists TukeyDuncanScheffe
12-19Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008
Exhibit 12.9 Example ANOVA