市场调查方法英文版第十四章.pptVIP

? 2007 Thomson/South-Western. All rights reserved. 14 – 31 An Example of Hypothesis Testing (contd) PowerPoint Presentation by Charlie Cook The University of West Alabama William G. Zikmund Barry J. Babin Part 5 Analysis and Reporting 3 rd Edition ? 2007 Thomson/South-Western. All rights reserved. Chapter 14 Basic Data Analysis ? 2007 Thomson/South-Western. All rights reserved. 14 – 2 LEARNING OUTCOMES 1. Know that analysis consists of summarizing, rearranging, ordering, or manipulating data 2. Create and interpret simple tabulation and cross- tabulation tables 3. Understand how cross-tabulations can reveal relationships 4. Perform basic data transformations 5. Define hypothesis and significance level 6. Discuss the steps in the hypothesis-testing procedure 7. Describe the factors that influence the choice of statistical methods to use for analysis After studying this chapter, you should be able to ? 2007 Thomson/South-Western. All rights reserved. 14 – 3 The Nature of Descriptive Analysis ? Descriptive Analysis ? The elementary transformation of raw data in a way that describes the basic characteristics such as central tendency, distribution, and variability. ? Histogram ? A graphical way of showing a frequency distribution in which the height of a bar corresponds to the observed frequency of the category. ? 2007 Thomson/South-Western. All rights reserved. 14 – 4 EXHIBIT 14.1 Levels of Scale Measurement and Suggested Descriptive Statistics ? 2007 Thomson/South-Western. All rights reserved. 14 – 5 Tabulation ? Tabulation ? The orderly arrangement of data in a table or other summary format showing the number of responses to each response category; tallying. ? Frequency Table ? A table showing the different ways respondents answered a question. ? 2007 Thomson/South-Western. All rights reserved. 14 – 6 Cross-Tabulation ? Cross-Tabulation ? Addresses research questions involving relationships among multipl