市场调查方法(英文版)第十四章

PowerPointPresentationbyCharlieCookTheUniversityofWestAlabamaWilliamG.ZikmundBarryJ.BabinPart5AnalysisandReporting3rdEdition©2007Thomson/South-Western.Allrightsreserved.Chapter14BasicDataAnalysis©2007Thomson/South-Western.Allrightsreserved.14–2LEARNINGOUTCOMES1.Knowthatanalysisconsistsofsummarizing,rearranging,ordering,ormanipulatingdata2.Createandinterpretsimpletabulationandcross-tabulationtables3.Understandhowcross-tabulationscanrevealrelationships4.Performbasicdatatransformations5.Definehypothesisandsignificancelevel6.Discussthestepsinthehypothesis-testingprocedure7.DescribethefactorsthatinfluencethechoiceofstatisticalmethodstouseforanalysisAfterstudyingthischapter,youshouldbeableto©2007Thomson/South-Western.Allrightsreserved.14–3TheNatureofDescriptiveAnalysis•DescriptiveAnalysisTheelementarytransformationofrawdatainawaythatdescribesthebasiccharacteristicssuchascentraltendency,distribution,andvariability.•HistogramAgraphicalwayofshowingafrequencydistributioninwhichtheheightofabarcorrespondstotheobservedfrequencyofthecategory.©2007Thomson/South-Western.Allrightsreserved.14–4EXHIBIT14.1LevelsofScaleMeasurementandSuggestedDescriptiveStatistics©2007Thomson/South-Western.Allrightsreserved.14–5Tabulation•TabulationTheorderlyarrangementofdatainatableorothersummaryformatshowingthenumberofresponsestoeachresponsecategory;tallying.•FrequencyTableAtableshowingthedifferentwaysrespondentsansweredaquestion.©2007Thomson/South-Western.Allrightsreserved.14–6Cross-Tabulation•Cross-TabulationAddressesresearchquestionsinvolvingrelationshipsamongmultipleless-thanintervalvariablesResultsinacombinedfrequencytabledisplayingonevariableinrowsandanothervariableincolumns.•ContingencyTableAdatamatrixthatdisplaysthefrequencyofsomecombinationofresponsestomultiplevariables.•MarginalsRowandcolumntotalsinacontingencytable,whichareshowninitsmargins.©2007Thomson/South-Western.Allrightsreserved.14–7EXHIBIT14.2Cross-TabulationTablesfromaSurveyonEthicsinAmericaFromRogerRicklefs,“EthicsinAmerica,”TheWallStreetJournal,October31,1983,p.33,42;November1,1983,p.33;November2,1983,p.33;andNovember3,1983,pp.33,37.©2007Thomson/South-Western.Allrightsreserved.14–8EXHIBIT14.3PossibleCross-TabulationsofOneQuestion©2007Thomson/South-Western.Allrightsreserved.14–9Cross-Tabulation(cont’d)•PercentageCross-TabulationsStatisticalbase:thenumberofrespondentsorobservations(inaroworcolumn)usedasabasisforcomputingpercentages.•ElaborationandRefinementElaborationanalysis:ananalysisofthebasiccross-tabulationforeachlevelofavariablenotpreviouslyconsidered,suchassubgroupsofthesample.Moderatorvariable:athirdvariablethatchangesthenatureofarelationshipbetweentheoriginalindependentanddependentvariables.©2007Thomson/South-Western.Allrightsreserved.14–10EXHIBIT14.4Cross-TabulationofMaritalStatus,Sex,andResponsestotheQuestion“DoYouShopatTarget?”©2007Thomson/South-Western.Allrightsreserved.14–11Cross-Tabulation(cont’d)•HowManyCross-Tabulations?Everypossibleresponsebecomesapossibleexplanatoryvariable.Whenhypothesesinvolverelationshipsamongtwocategoricalvariables,cross-tabulationsaretherighttoolforthejob.©2007Thomson/South-Western.Allrightsreserved.14–12DataTransformation•DataTransformation(alsoDataConversion)Theprocessofchangingthedatafromtheiroriginalformtoaformatsuitableforperformingadataanalysisaddressingresearchobjectives.Bimodal©2007Thomson/South-Western.Allrightsreserved.14–13CalculatingRankOrder•RankOrderRankingdatacanbesummarizedbyperformingadatatransformation.Thetransformationinvolvesmultiplyingthefrequencybytherankingscoreforeachchoicetoresultinginanewscale.©2007Thomson/South-Western.Allrightsreserved.14–14EXHIBIT14.5ExecutiveRankingsofPotentialConferenceDestinations©2007Thomson/South-Western.Allrightsreserved.14–15EXHIBIT14.6FrequenciesofConferenceDestinationRankings©2007Thomson/South-Western.Allrightsreserved.14–16TabularandGraphicMethodsofDisplayingData•TablesAreusefulforpresentingnumericalinformationFacilitatesummarizationandcommunicationofdataCanincludestubheadsandbannerheadsthatallowthereadertoviewseveralcross-tabulationsatonce•ChartsandGraphsTranslateinformationintovisualformssothatrelationshipsmaybeeasilygraspedCanincreasetheeffectivenessofawell-designedpresentationCancreatestrongvisualimpressions©2007Thomson/South-Western.Allrightsreserved.14–17EXHIBIT14.7TableofRegionalAirlineUsageforVacation/PleasurebyIncomeandEducationClass©2007Thomson/South-Western.Allrightsreserved.14–18EXHIBIT14.8AStubheadFormatTableAllowingSeveralCross-TabulationstoBeIncludedinaSingleTableConfidenceinChurch/OrganizedReligionQuestion:IamgoingtoreadyoualistofinstitutionsinAmericansociety.Wouldyoutellmehowmuchconfidenceyou,yourself,haveineachone—agreatdeal,quitealot,some,orverylittle?TheChurchorOrganizedReligion*Lessthan1percent.From“ConfidenceinChurch/OrganizedReligion,”TheGallupReport238,July1985,p.4.©2007Thomson/South-Western.Allrightsreserved.14–19EXHIBIT14.9TheBasicFormsofGraphicPresentation©2007Thomson/South-Western.Allrightsreserved.14–20EXHIBIT14.10LineGraphsHigh