5/09/20181Lecture 7A very gentle introduction to data preparation, analysis and hypothesis testingDepartment of MarketingDr. Junzhao MaMKF2121Marketing Research MethodsToday’s agenda2•Data preparation–Coding (including the concept of dummy variable)– Cleaning•Getting to know your data – descriptive data characteristics–Categorical variables: counting and tallying (data distribution(frequencies and bar charts))–Metric variables: the “average” behavior (data distribution (histogram), mean, medianand outliers)–Data manipulation - re-coding variables•Intro to hypothesis testingAssignment 2 has been posted on Moodle!3•What you get: a comprehensive survey of people’s perception of San Antone, a casual restaurant in the Crown casino complex–Survey questionnaire–SPSS dataset–The survey was conducted using a sample from the general population of Melbourne (i.e., not necessarily current customers of the restaurant)•What you need to do for the assignment: draft a research report for San Antone–You choose the topic (based on the variables in the dataset)–Develop MRP, RQ and hypotheses–Test them in SPSS–Write up the findings•Detailed instruction on Moodle•Many tutorial exercises usingthe same dataset/questionnaire
5/09/20182Marketing Research ProcessStep 1: Defining the ProblemStep 2: Developing an Approach to the ProblemStep 3: Formulating a Research DesignStep 4: Doing Field Work or Collecting DataStep 5: Preparing and Analyzing DataStep 6: Preparing and Presenting the Report4Illustrate today’s topics with an example - the “secret” research project behind the survey you filled outMarketing Research Problem (MRP)Overall statement – to understand key factors driving students’ grade expectation for MKF2121Components1.To study the relationship between students’ traits/habitsand grade expectation2.To study how students’ grade expectation vary across different socio-economic and demographic groups5A number of research questions (RQs) are developed to address this MRP •Do male students on average have different grade expectations compared to female students?•Does grade expectation differ between those who are the eldest child in the family and those who are the youngest child? •Is there an association between preference for physical activity and grade expectation?6
5/09/20183Data collected in the questionnaire7Variable nameSurvey Q#Past academic performanceQ4_1Enjoy math/numbersQ4_2Enjoy drawing/writingQ4_3Enjoy physical activityQ4_4Time spent on studyingQ4_5# of books readQ5Habits/TraitsVariableSurvey Q#GenderQ9NationalityQ10Employment statusQ11Type of high SchoolQ12Mother’s education levelQ13Birth orderQ14Characteristics
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