Lecture 6 Simple Analysis of Consumer Database(1) (2).pdf

# 7 3 8 scale nominal numbers assigned to runners

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7 3 8 Scale Nominal Numbers Assigned to Runners Ordinal Rank Order of Winners Interval Performance Rating on a 0 to 10 Scale Ratio Time to Finish in Seconds 3rd place 2nd place 1st place Finish Finish 8.2 9.1 9.6 15.2 14.1 13.4 Performance Rating Time to Finish Database Marketing Lecture 6 Basic Data Analysis Chapter 7 - 5

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Example: A Database of Tommy Hilfiger Consumer’s Brand Satisfaction 11/30/18 7

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11/30/18 Database Marketing Lecture 6 Basic Data Analysis 8 Describing the data: Choice of Statistics depends on the type of data Expressing raw data as frequency tables The point of summary statistics is to reduce the amount of information that we must consider. Types of summary statistics that would be appropriate: Nominal Scale Mode Male-female Ordinal Scale Median Brand Ranking Interval Scale Mean Attitude Ratio Scale Mean Age/Income/HH Size Norminal Data: We can only count (get frequency ), or do cross- tab between 2 norminal data variable Interval and Ratio Data: can do any calculation (but usually not frequency or cross-tab) .
11/30/18 Database Marketing Lecture 6 Basic Data Analysis

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• Winter '16
• Null hypothesis, Frequency distribution, Statistical hypothesis testing, Cross tabulation

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