Chapter Sixteen

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Chapter Sixteen
Chapter 16
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Figure 16.1 Relationship to the Previous
Chapters The Marketing Research Process
Figure 16.1 Relationship of Frequency
Distribution, Hypothesis Testing and
Cross-Tabulation to the Previous Chapters and the
Marketing Research Process
Focus of This Chapter
Relationship to Previous Chapters
Relationship to Marketing Research Process

• Frequency
• General Procedure for Hypothesis Testing
• Cross Tabulation

• Research Questions and Hypothesis (Chapter 2)
• Data Analysis Strategy (Chapter 15)

Problem Definition
Approach to Problem
Research Design
Field Work
Data Preparation and Analysis
Report Preparation and Presentation
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Figure 16.2 Frequency Distribution, Hypothesis
Testing, and Cross Tabulation An Overview
Opening Vignette
Frequency Distribution

Tables 16.1-16.2

Fig 16.3
-16.4
Statistics Associated With Frequency Distribution

Fig 16.5
Introduction to Hypothesis Testing

What Would You Do?
Fig 16.6
-16.9
Be a DM! Be an MR! Experiential Learning
Cross Tabulation

Tables 16.3-16.5

Statistics Associated With Cross Tabulation

Fig 16.10
Cross Tabulation in Practice

Fig 16.10
Application to Contemporary Issues
Technology
Ethics
International
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Frequency Distribution

• In a frequency distribution, one variable is
  considered at a time.
• A frequency distribution for a variable produces
  a table of frequency counts, percentages, and
  cumulative percentages for all the values
  associated with that variable.

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Figure 16.3 Conducting Frequency Analysis
Figure 16.3 Conducting Frequency Analysis
Calculate the Frequency for Each Value of the
Variable
Calculate the Percentage and Cumulative
Percentage for Each Value, Adjusting for Any
Missing Values
Plot the Frequency Histogram
Calculate the Descriptive Statistics, Measures of
Location and Variability
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Statistics Associated with Frequency
DistributionMeasures of Location

• The mean, or average value, is the most commonly
  used measure of central tendency.
• Where,
• Xi Observed values of the variable X
• n Number of observations (sample size)
• The mode is the value that occurs most
  frequently. It represents the highest peak of
  the distribution.

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Statistics Associated with Frequency
DistributionMeasures of Location

• The median of a sample is the middle value when
  the data are arranged in ascending or descending
  order. If the number of data points is even, the
  median is usually estimated as the midpoint
  between the two middle values by adding the two
  middle values and dividing their sum by 2. The
  median is the 50th percentile.

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Statistics Associated with Frequency
DistributionMeasures of Variability

• The range measures the spread of the data. It is
  simply the difference between the largest and
  smallest values in the sample. Range Xlargest
  Xsmallest.

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Statistics Associated with Frequency
DistributionMeasures of Variability

• The variance is the mean squared deviation from
  the mean. The variance can never be negative.
• The standard deviation is the square root of the
  variance.