chpt 12

• Types of Statistical Analyses Used in Marketing Research


  • Descriptive analysis
  • Inferential analysis
  • Differences analysis
  • Associative analysis
  • Predictive analysis
• Descriptive analysis


  Used by marketing researchers to describe the sample dataset in such a way as to portray the "typical" respondent and to reveal the general pattern of responses
• Descriptive measures


  • Measures such as the mean, mode, standard deviation, and range
  • Typically used early in the analysis process and become foundations for subsequent analysis
• Inferential analysis


  Used when marketing researchers use statistical procedures to generalize the results of the sample to the target population it represents
• Inferential analysis


  • Includes hypothesis testing and estimating true population values using confidence intervals
• Difference analysis


  Used to determine the degree to which real and generalizable differences exist in the population to help the manager make an enlightened decision
• Difference analysis


  • Includes the T-test for significant differences between groups and analysis of variance (ANOVA)
• T-test

  A method that determines whether two populations are statistically different from each other by comparing means
• ANOVA


  Determines whether three or more populations are statistically different from each other by comparing means
• Association analysis


  Investigates if and how two variables are related
• Relationship analysis


  To study more complex patterns of associations using statistical procedures and models to help allow insight into multiple relationships among variables
• Regression analysis


  A way to measure the relationship of one variable to another (2 and more) to see what factors relate to others
• Measures of central tendency


  • Mode
  • Median
  • Mean (or average)
• Measures of variability


  • Frequency distribution
  • Range
  • Standard deviation (SD)
• Descriptive measures are typically used early in the analysis process and become foundations for subsequent analysis
• Managers do not relate to medians or modes of scale data
• If most standard deviations are approximately equal, do not include, as redundancy would result
• Frequencies and percent distributions are the most commonly used descriptive measures for nominal data
• Mode: The largest percentage group is usually readily apparent in a percent distribution, especially if ascending or descending order can be used