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Marketing Research SPSS | MKTG - Marketing Research, Quizzes of Marketing Research

Class: MKTG - Marketing Research; Subject: Marketing; University: Okanagan University College; Term: Forever 1989;

Typology: Quizzes

2015/2016

Uploaded on 12/11/2016

jolandakondrak
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TERM 1
Chi-Square Independence Test
DEFINITION 1
- 2 categorical values a re independent in some population (c ar,
gender, 2 die)Analyze --> Descriptive statistics --> Crosstabs
(under "statistics" click "chi-square"- Nominal and NominalEx. p-
value is 0.000, means there is a 0% c hance to find the observed
(or larger) degree of association betw een the variables if they are
perfectly independent in the pop.
TERM 2
One Sample Chi-Square test (Goodness of Fit)
DEFINITION 2
- 1 categorical value & 1 group of cases (1 die, gender,
brand of smartphone)Analyze --> nonparametric tests -->
legacy dialogues --> chi-square- NominalEx. p-value is 0.073,
which is more than 0.05, therefore we accept the Null
hypothesis and conclude that the brands are equally
attractive to the population (no sig. diff)
TERM 3
Independent Samples T-Test
DEFINITION 3
- 1 metric outcome variable & 2 groups o f cases - Test is
means in 2 pops. on one metric varia ble are equalAnalyze -->
compare means --> independent sa mples t-test- Test variable
(top): Euros (scale/interval/ratio)- Grouping variable (bottom):
gender (nominal/ordinal) *always- De fine groups 1 &2Ex. p-value is
0.116, which is larger than 0.05. Ther efore we accept the Null
hypothesis and there is no sig. diff.
TERM 4
Paired Samples T-Test (before &
after)
DEFINITION 4
- 2 metric outcomes & 1 group of cases Analyze --> compare
means --> paired samples t-test- Sca le: avg. time before & avg.
time after- Look at mean to compar eEx. p-value is 0.0083, which is
smaller than 0.05, meaning the differ ence is significant and we
reject the Null hypoth. "Even a single beer slows people down on
given tasks" or "difference before an d after campaign. Was it
effective?"
TERM 5
One-Way ANOVA
DEFINITION 5
- Testing if 3 or more means are all equal- 1 metric
outcome variable & 3+ groups of casesAnalyze -->
compare means --> one-way ANOVA... Options -->
Descriptive*- Dependent list (top): weight in grams
(scale/interval/ratio)- Factor (bottom): fertilizer used
(nominal/ordinal)
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Chi-Square Independence Test

  • 2 categorical values are independent in some population (car, gender, 2 die)Analyze --> Descriptive statistics --> Crosstabs (under "statistics" click "chi-square"- Nominal and NominalEx. p- value is 0.000, means there is a 0% chance to find the observed (or larger) degree of association between the variables if they are perfectly independent in the pop. TERM 2

One Sample Chi-Square test (Goodness of Fit)

DEFINITION 2

  • 1 categorical value & 1 group of cases (1 die, gender, brand of smartphone)Analyze --> nonparametric tests --> legacy dialogues --> chi-square- NominalEx. p-value is 0.073, which is more than 0.05, therefore we accept the Null hypothesis and conclude that the brands are equally attractive to the population (no sig. diff) TERM 3

Independent Samples T-Test

DEFINITION 3

  • 1 metric outcome variable & 2 groups of cases - Test is means in 2 pops. on one metric variable are equalAnalyze --> compare means --> independent samples t-test- Test variable (top): Euros (scale/interval/ratio)- Grouping variable (bottom): gender (nominal/ordinal) *always- Define groups 1 &2Ex. p-value is 0.116, which is larger than 0.05. Therefore we accept the Null hypothesis and there is no sig. diff. TERM 4

Paired Samples T-Test (before &

after)

DEFINITION 4

  • 2 metric outcomes & 1 group of cases Analyze --> compare means --> paired samples t-test- Scale: avg. time before & avg. time after- Look at mean to compareEx. p-value is 0.0083, which is smaller than 0.05, meaning the difference is significant and we reject the Null hypoth. "Even a single beer slows people down on given tasks" or "difference before and after campaign. Was it effective?" TERM 5

One-Way ANOVA

DEFINITION 5

  • Testing if 3 or more means are all equal- 1 metric outcome variable & 3+ groups of cases Analyze --> compare means --> one-way ANOVA... Options --> Descriptive*- Dependent list (top): weight in grams (scale/interval/ratio)- Factor (bottom): fertilizer used (nominal/ordinal)

Composite Scale

Analyze --> Scale --> Reliability analysis- If it is greater than 0.7, then we accept the reliability of the scale TERM 7

Reliability

DEFINITION 7 Analyze tab --> scale --> 5 parts to analyze box --> run --> Cronbach's Alpha TERM 8

Missing Variables & Recoding

Data

DEFINITION 8 Transform --> recode into same variables (used for both)- Old & new variables- System or user missing - blank TERM 9

How to Operationalize a Concept

DEFINITION 9

  • Concept (a good bowler)- Theory (the higher the score, the better the bowler) - Scale (ratio - measures the score) - Correspondence Rule (if you score higher than 250, then you are a good bowler) TERM 10

Nominal

DEFINITION 10 Q: Are you over 21? Yes or no. Statistic: frequency table proportions Example : bar chart, chi-square- Categorical, no order

Type 2 Error

Incorrectly accepting the Null hypothesisIn statistical hypothesis testing, a type I error is the incorrect rejection of a true null hypothesis, while a type II error is incorrectly retaining a false null hypothesis (a "false negative"). TERM 17

Inputting Data

DEFINITION 17

  • change file type to excel so you can see it- clean data (in excel or SPSS)- SPSS: add labels, add values (ex. 0 for male, 1 for female)- Nominal, Ordinal, Scale TERM 18 DEFINITION 18
  • How has our fan base grown over time?- How well have we leveraged our fan base? (engagement and reach)Friends of fans: the # of unique individuals who are friends with the people who like your FB page. They represent the total potential reach of any content you publish TERM 19

Headings for a Research

Report

DEFINITION 19

  • Introduction- Managerial Problem- Research Q- Research ObjectivesMethodology- population- sampling procedure- research limitationsAnalysis- respondent profile (who took our survey)- research objectives (results from them)Conclusion & RecommendationsAppendices TERM 20

QDA

DEFINITION 20 QDA cycle: 1. Noticing and coding (field notes and open coding)2. Collecting and sorting (grouping and sorting - axial coding)3. Thinking about things (sense-making - theory generation) Coding Steps: 1. Open coding (coding as you pass through the data, change as you learn)2. Axial coding (putting codes into categories and groups or bins3. Selective coding (identifying relationships and themes in the coding)

Deductive

  • Reasoning works from general to specific (step-down process)Theory (structured beginning) --> hypothesis --> observation --> ConfirmationProject 1 - student retentionRemember: THOC TERM 22

Inductive

DEFINITION 22

  • reasoning works from general to specific (step UP process)Observation --> pattern --> tentative hypothesis --> theoryProject 2 - OK sun FB analyticRemember: * OPTHT TERM 23*

Engaged Users

DEFINITION 23

  • The # of engaged individuals who have clicked anywhere on one of your FB page posts. They could have liked, commented, or shared it TERM 24

Total Reach

DEFINITION 24

  • The # of unique individuals who have actually seen any content related to your FB page. This could include content published on your page, as well as FB ads, and sponsored stores that lead to your page TERM 25

Managerial Problem

DEFINITION 25

  • Specifying the goals or values pursued by the problem- How can OSB improve student retention?