哈佛市场营销 英文22个PPT 22-bivariate stats.ppt

Exploring Marketing ResearchWilliam G. Zikmund Chapter 22: Bivariate Statistics- Tests of Differences  Copyright ? 2000 by Harcourt, Inc. All rights reserved. Requests for permission to make copies of any part of the work should be mailed to the following address: Permissions Department, Harcourt, Inc., 6277 Sea Harbor Drive, Orlando Florida 32887-6777 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 D.f.=(R-1)(C-1) Differences Between Groups when Comparing Means Ratio scaled dependent variables t-test When groups are small When population standard deviation is unknown z-test When groups are large Null Hypothesis About Mean Differences Between Groups t-Test for Difference of Means t-Test for Difference of Means Pooled estimate of the standard error Pooled estimate of the standard error Pooled estimate of the Standard Error t-Test for the difference of Means Degrees of Freedom d.f. = n - k where: n = n1 + n2 k = number of groups Comparing Two Groups when Comparing Proportions Percentage Comparisons Sample Proportion - P Population Proportion - Differences Between Two Groups when Comparing Proportions The hypothesis is: Ho: P1 = P2 may be restated as: Ho: P1 - P2 = 0 Z-Test for Differences of Proportions Z-Test for Differences of Proportions Z-Test for Differences of Proportions- to calculate the standard error of the difference of proportions Z-Test for Differences of Proportions- to calculate the standard error of the difference of proportions Z-Test for Differences of Proportions- to calculate the standard error of the difference of proportions - weighted average Analysis of Variance Hypothesis when comparing three groups m1 = m2 = m3 Analysis of Variance - F-Ratio Analysis of Variance - Sum of squares Analysis of Variance - Sum of squares Analysis of Variance - Sum