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# 6 - Market Research II Marketing Management Spring 2009...

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Market Research - II Marketing Management Spring 2009 Jinsuh Lee

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Spring 2009 - MGMT 324 Jinsuh Lee - Purdue University 2 Recall the Market Research Process Define the objectives of the research Collect and evaluate secondary data Design a primary research study Collect primary data Analyze and prepare a report Today’s focus
Data analysis Once we have collected the primary data, we must analyze them to a meaningful conclusion How is the researcher going to transform all the information to summarizes the nature of the data? Spring 2009 - MGMT 324 3 Jinsuh Lee - Purdue University

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The basics: Descriptive analysis Measure of central tendency M____ Adding the values, age, expenditure, etc., of all observations by the number of observations M____ The value below with 50% of the observations fall M____ The value that has the highest frequency Measure of dispersion R____ Maximum value subtracted by the minimum value Standard deviation Spring 2009 - MGMT 324 4 Jinsuh Lee - Purdue University
Spring 2009 - MGMT 324 5 Jinsuh Lee - Purdue University More Data analysis Correlation analysis Regression analysis Discriminant analysis Canonical analysis Factor analysis Cluster analysis Conjoint analysis The goal is not to scare you away. Don’t be dumbfound when you are in a business meaning

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Spring 2009 - MGMT 324 6 Jinsuh Lee - Purdue University Data analysis Correlation analysis The degree to which there is a linear association between two intervally scaled variables Referred as r , correlation coefficient is always between -1 and +1, where +1 indicates perfect positive linear association between two variables and -1 indicates perfect negative linear association Y] of X]x[sd of [sd XY of Covariance r * Covariance of XY = Σ(X i -mean of X)x(Y i -mean of Y)
Correlation analysis in excel Install “Data analysis” - 1 Click “excel options” Spring 2009 - MGMT 324 7 Jinsuh Lee - Purdue University

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6 - Market Research II Marketing Management Spring 2009...

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