MarketingInformationManagement_Spring2012

Marketing foundations 1202012 university of north

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Unformatted text preview: g the Sample A SAMPLE is a portion or sub-set of a larger population. Marketing Foundations 1/20/2012 University of North Texas 76 Major Questions in Sampling Must Must answer three questions: Marketing Foundations Who will be sampled? How many will be sampled? How should the sample be selected? 1/20/2012 1/20/2012 University of North Texas University of North Texas 77 32 Marketing Information Management Simple Random Sample Marketing Foundations Drawing a person's name from a complete person name from complete list of all people in the same population is determined by chance selection procedures. Marbles in a hat 1/20/2012 University of North Texas 79 Logic of Probability Sampling Marketing Foundations Draw Sample & Measure Characteristics Population Sample All Students at UNT 250 30,000+ Generalize to Population 1/20/2012 1/20/2012 University of North Texas University of North Texas 80 33 Marketing Information Management NonNon-Probability Samples Marketing Foundations Convenience • Selection based on accessibility • e.g. students in your classroom Quota • Designate categories of respondent types • Find (convenient?) individuals with category characteristics • Mall intercepts 1/20/2012 University of North Texas 82 Data Collection Data Collection Considerations Considerations Marketing Foundations 1/20/2012 1/20/2012 University of North Texas University of North Texas 83 34 Marketing Information Management Questionnaire Design Considerations Marketing Foundations • Construct validity of items – Does item measure what is intended? – Measuring your parents’ annual income by asking you – Customer attitudes, satisfaction – multi-item measures often best due multito the multi-dimensionality of these constructs multi- • Types of questions – Open-ended Open– Closed end • • • • Order of questions Instructions Length Wording of questions 1/20/2012 University of North Texas 84 Leading or loaded questions like these result in worthless hl data, but are commonly employed by those desiring to “bend” statistics to fit their needs Marketing Foundations 1/20/2012 1/20/2012 University of North Texas University of North Texas 85 35 Marketing Information Management ....and while you’re being suckered into answering the way we want you to, send us some money so we can do the same to other consumers! Marketing Foundations 1/20/2012 University of North Texas 86 Data Analysis Marketing Foundations 1/20/2012 1/20/2012 University of North Texas University of North Texas 89 36 Marketing Information Management Data Analysis Marketing Foundations • Purposes – Summarize data – Show relationships between key variables • Techniques vary in complexity Descriptive Statistics Multivariate Statistics Mean Median Mode Standard Deviation Variance 1/20/2012 Cross Tabulations One-way Two-way Three-way ANOVA Multiple Regression Discriminant Analysis Factor Analysis Cluster Analysis MDS University of North Texas 90 Microsoft Excel Marketing Foundations 1/20/2012 1/20/2012 University of North Texas University of North Texas 92 37 Marketing Information Management Cross Tabulation Marketing Foundations Sex Brand A Brand B Total Male 782 418 1200 % 65% 35% 100% Female 230 570 800 % 29% 71% 100% There appears to be a strong relationship between sex and brand preference. 1/20/2012 University of North Texas 93 Cross Tabulation Income < $20,000 Marketing Foundations Sex Brand A Brand B Total n Male 100 0 100 400 Female 20 80 100 600 Income > $20,000 Sex 47 53 100 800 Female 1/20/2012 n Male 1/20/2012 Brand A Brand B Total 55 45 100 200 University of North Texas University of North Texas 94 38...
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This note was uploaded on 12/13/2012 for the course MKTG 3650 at North Texas.

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