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ID:51531545
大小:3.88 MB
页数:23页
时间:2020-03-22
《当代市场调研10E全套配套课件中英文PPTch16.ppt》由会员上传分享,免费在线阅读,更多相关内容在教育资源-天天文库。
1、ChapterSixteen16-1EvaluatingDifferencesandChangesTheissueofwhethercertainmeasurementsaredifferentfromoneanotheriscentraltomanyquestionsofcriticalinteresttomarketingmanagers.Seethetextforsomespecificexamplesofmanagers’questionsrelatingtoevaluatingthesedifferencesan
2、dchanges.16-2KeyTerms&DefinitionsMathematicalDifferences:Bydefinition,ifnumbersarenotexactlythesame,theyaredifferent.Thisdoesnot,however,meanthatthedifferenceiseitherimportantorstatisticallysignificant.StatisticalSignificance:Adifferencethatislargeenoughthatitisno
3、tlikelytohaveoccurredbecauseofchanceorsamplingerror.StatisticalSignificance16-3KeyTerms&DefinitionsImportantDifferencesforManagers:Onemustbeabletodistinguishbetweenmathematicaldifferencesandstatisticallysignificantdifferencesinusingthedataanalysisinmanagerialdecis
4、ionmaking.Hypothesis:Assumptionortheorythataresearcherormanagermakesaboutsomecharacteristicofthepopulationunderstudy.StatisticalSignificance16-4KeyTerms&DefinitionsStepOne:Statingthehypothesis“NullHypothesis”–Thehypothesisofstatusquo,nodifference,noeffect.“Alterna
5、tiveHypothesis”-anotheralternativeisproventobetrue.StepTwo:ChoosingtheappropriateteststatisticTestofmeans,testofproportions,ANOVA,etc.StepThree:DevelopingadecisionruleDeterminethesignificancelevel.Neededtodeterminewhethertorejectorfailtorejectthenullhypothesis.The
6、KeySteps:HypothesisTesting16-5KeyTerms&DefinitionsStepFour:CalculatingthevalueoftheteststatisticUsetheappropriateformulatocalculatethevalueofthestatistic.StepFive:StatingtheconclusionStatedfromtheperspectiveoftheoriginalresearchquestion.TheKeySteps:HypothesisTes
7、ting16-6KeyTerms&DefinitionsStatisticalTestsandTheirUses16-7KeyTerms&DefinitionsStatisticalTestsandTheirUsesContinued16-8KeyTerms&DefinitionsRejectionofthenullhypothesiswhen,infact,itistrue.Acceptanceofthenullhypothesiswhen,infact,itisfalse.Testsareeitheroneortwo-
8、tailed.Thisapproachdependsonthenatureofthesituationandwhattheresearcherisdemonstrating.One-Tailed:“Ifyoutakethemedicine,youwillgetbetter.”Two-Tailed:“If
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