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Ebook Essentials of marketing research (4E): Part 2

(BQ) Part 2 book "Essentials of marketing research" has contents: Marketing decision-support system, global marketing research, applied marketing research, evaluation, reports and presentation, qualitative data analysis, quantitative data analysis. | EOM_C10.qxd 6/23/05 10:44 AM Page 278 . www.downloadslide.com 10 Quantitative data analysis Objectives After reading this chapter, you should be able to: • understand how to identify meaningful patterns in research data • understand how to convert into tables data collected with research instruments • understand how to code questions • understand how to analyse data with statistical methods • appreciate how the computer can be used to transform and facilitate the interpretation of research data. Keywords analysis analysis of variance averages chi-square cluster analysis coding conjoint analysis correlation editing factor analysis hypothesis interpretation mean median mode multidimensional scaling multiple regression non-parametric proportion regression standard deviation tabulation t test variance Z test EOM_C10.qxd 6/23/05 10:44 AM Page 279 . www.downloadslide.com Quantitative data analysis Plan of Chapter 10 279 EOM_C10.qxd 6/23/05 10:44 AM Page 280 . www.downloadslide.com 280 Chapter 10 • Quantitative data analysis INTRODUCTION In this chapter we examine how research results are analysed to establish meaningful patterns. The steps involved in converting completed research instruments into tables are examined, together with the coding of answers to questions and the statistical treatment of survey data. Finally, we consider the role of the computer in transforming and facilitating the interpretation of research data. INTERPRETATION Interpretation and analysis are closely related. If one or the other is not carried out properly, the success of a study cannot be assured. Consider the cases that follow. In the first, improper interpretation is the problem and, in the second, improper analysis is the problem. IMPROPER INTERPRETATION A producer of a branded fast-moving consumer product, which also markets an own-label or private brand version to a large supermarket chain, noted the following sales returns from the supermarket. The figures show that .