中山大学吴柏林教授 研究生课程“营销管理”绝密资料_CH22.pptVIP

Exploring Marketing ResearchWilliam G. Zikmund Chapter 22: Bivariate Statistics- Tests of Differences Common Bivariate Tests Common Bivariate Tests Common Bivariate Tests Differences Between Groups Contingency Tables Cross-Tabulation Chi-Square allows testing for significant differences between groups “Goodness of Fit” Chi-Square Test Chi-Square Test Degrees of Freedom (R-1)(C-1)=(2-1)(2-1)=1 Degrees of Freedom d.f.=(R-1)(C-1) Awareness of Tire Manufacturer’s Brand Differences Between Groups when Comparing Means Ratio scaled dependent variables t-test When groups are small When populat