MKT 500 Lecture Notes - Lecture 12: Confidence Interval, Standard Deviation, Frequency Distribution
11 Aug 2016
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Chapter 12: using descriptive analysis, performing population estimates, and. Types of statistical analyses used in marketing research. Descriptive analysis is used to describe the variables (answers to the questions) in a dataset (all respondents answers) It includes mean, median, mode, frequency distribution, range and standard deviation. Is used to generate conclusions about the populations characteristics based on the sample data. We use standard error and null hypothesis for this. Is used to compare the mean of the responses of one group to that of another group, such as satisfaction ratings for heavy users versus light users. Determines if differences between 2 percentages or two or more means for groups in sample. Evaluates the statistical significance of difference in the means of two groups in the sample. Association analysis determines the strength and direction of relationships between 2 or more variables (questions in the survey) Determines if 2 variables are related in a systematic way.
