chpt 12

Cards (19)

  • 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