MKF2121 Week 07 moodle.pdf - Lecture 7 Data Preparation and Data Analysis Dr JunzhaoMa MKF2121 Marketing Research Methods Tutorials moving to computer

MKF2121 Week 07 moodle.pdf - Lecture 7 Data Preparation and...

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MKF2121 1 Lecture 7 Data Preparation and Data Analysis Department of Marketing Dr. Junzhao Ma MKF2121 Marketing Research Methods Tutorials moving to computer labs this week! 2 Day Time Location (week 1 - 6) Location (week 7 - 12) Tue 11:00 CA_B/B311 CA_K/K103 Tue 12:30 CA_B/B311 CA_K/K103 Tue 14:00 CA_B/B311 CA_K/K102 Wed 10:00 CA_B/B226 CA_K/K103 Wed 11:30 CA_B/B226 CA_K/K104 Wed 14:00 CA_H/H223 CA_K/K102 Thu 8:00 CA_F/F639 CA_K/K102 Thu 9:30 CA_F/F639 CA_K/K102 Thu 11:00 CA_B/B341 CA_K/K102 Fri 9:30 CA_K/K213 CA_K/K103 Fri 11:00 CA_B/B471 CA_K/K103 Fri 12:30 CA_K/B477 CA_K/K103 Fri 14:00 CA_F/F441 CA_K/K103 Today’s agenda 3 “Answer” the research questions (RQ) - hypothesis testing Understanding your data – basic data characteristics Frequency (one way tabulation) Measures of location Measures of variability Data preparation – Coding – Cleaning – Re-coding
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MKF2121 2 Marketing Research Process Step 1: Defining the Problem Step 2: Developing an Approach to the Problem Step 3: Formulating a Research Design Step 4: Doing Field Work or Collecting Data Step 5: Preparing and Analyzing Data Step 6: Preparing and Presenting the Report 4 hypothesis testing with statistics- three levels of understanding Mechanical – know which button to push in SPSS, what to look for in the output Mathematical (formula) – nice to have (in the reading), but not required Conceptual - the intuition behind the technique used 5 Recall that most research questions are about variables and their relationships 4/6/2017 6 Relational – RQs that are about the relationship between two different constructs/variables Comparative – RQs that compare two different constructs or measures of the same construct across different groups or scenarios (often between 2 groups) So you have conducted the survey and compiled the data, how do you go about “answering” these research questions?
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