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GIÁO TRÌNH MARKETING NGHIÊN CỨU - PHẦN 15

Tham khảo tài liệu 'giáo trình marketing nghiên cứu - phần 15', kinh doanh - tiếp thị, tiếp thị - bán hàng phục vụ nhu cầu học tập, nghiên cứu và làm việc hiệu quả | Basic Data Analysis: Descriptive Statistics Coding Data and the Data Code Book Data entry refers to the creation of a computer file that holds the raw data taken from all of the questionnaires deemed suitable for analysis Data coding refers to the identification of codes that pertain to the possible responses for each question on the questionnaire Data code book identifies all of the variable names and code numbers associated with each possible response to each question that makes up the data set Ch 15 Ch 15 Types of Statistical Analyses Used in Marketing Research Data summarization: the process of describing a data matrix by computing a small number of measures that characterize the data set Ch 15 Types of Statistical Analyses Used in Marketing Research Four functions of data summarization: Summarizes the data Applies understandable conceptualizations Communicates underlying patterns Generalizes sample findings to the population Ch 15 Why is Statistical Analysis . | Basic Data Analysis: Descriptive Statistics Coding Data and the Data Code Book Data entry refers to the creation of a computer file that holds the raw data taken from all of the questionnaires deemed suitable for analysis Data coding refers to the identification of codes that pertain to the possible responses for each question on the questionnaire Data code book identifies all of the variable names and code numbers associated with each possible response to each question that makes up the data set Ch 15 Ch 15 Types of Statistical Analyses Used in Marketing Research Data summarization: the process of describing a data matrix by computing a small number of measures that characterize the data set Ch 15 Types of Statistical Analyses Used in Marketing Research Four functions of data summarization: Summarizes the data Applies understandable conceptualizations Communicates underlying patterns Generalizes sample findings to the population Ch 15 Why is Statistical Analysis Used? Why Use Statistical Analysis? To summarize data The average price of a Gateway PC is $2,489 The low is $999, and the high is $4,678: this is the range The mode is $2,200 Ch 15 Why is Statistical Analysis Used? Why Use Statistical Analysis? To show basic patterns in the data 30% buys at $1,500 or less 50% buys at between $2,500 and $1,500 20% buys at $2,500 or more Ch 15 Why is Statistical Analysis Used? Why Use Statistical Analysis? To interpret these patterns The majority of Gateway buyers pay $2,500 or less Ch 15 Why is Statistical Analysis Used? Why Use Statistical Analysis? To generalize the patterns to the population 95% of all Gateway buyers pay between $2,000 and $3,000 for their PC’s Ch 15 Types of Statistical Analyses Used in Marketing Research Statistical Analysis: Ch 15 Types of Statistical Analyses Used in Marketing Research Five Types of Statistical Analysis: Descriptive analysis: used to describe the data set Inferential analysis: used to generate