数据分析频率分布列联表和假设检验幻灯片.ppt

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1、数据分析频率分布列联表和假设检验第1页，共37页，编辑于2022年，星期六 Chapter Outline1)Overview1)Overview2)Frequency Distribution3)Statistics Associated with Frequency Distribution i.Measures of Location i.Measures of Location ii.Measures of Variability iii.Measures of Shape iii.Measures of Shape4)Introduction to Hypothesis Testin

2、g5)A General Procedure for Hypothesis Testing5)A General Procedure for Hypothesis Testing 第2页，共37页，编辑于2022年，星期六6)Cross-Tabulations i.Two Variable Case i.Two Variable Case ii.Three Variable Case iii.General Comments on Cross-Tabulations iii.General Comments on Cross-Tabulations7)Statistics Associated

3、 with Cross-Tabulation 7)Statistics Associated with Cross-Tabulation i.Chi-Square ii.Phi Correlation Coefficient iii.Contingency Coefficient iii.Contingency Coefficient iv.Cramers V v.Lambda Coefficient v.Lambda Coefficient vi.Other Statistics vi.Other Statistics第3页，共37页，编辑于2022年，星期六 8)Cross-Tabulat

4、ion in Practice8)Cross-Tabulation in Practice 9)Hypothesis Testing Related to Differences9)Hypothesis Testing Related to Differences10)Parametric Tests10)Parametric Tests i.One Sample ii.Two Independent Samples iii.Paired Samples11)Non-parametric Tests i.One Sample i.One Sample ii.Two Independent Sa

5、mples iii.Paired Samples iii.Paired Samples第4页，共37页，编辑于2022年，星期六RESPONDENT SEX FAMILIARITY INTERNETATTITUDE TOWARD USAGE OF INTERNETNUMBER USAGEInternetTechnology Shopping Banking 1 1.00 7.00 14.007.00 6.00 1.001.002 2.00 2.00 2.003.00 3.00 2.002.003 2.00 3.00 3.004.00 3.00 1.002.004 2.00 3.00 3.007

6、.00 5.00 1.002.00 5 1.00 7.00 13.007.00 7.00 1.001.006 2.00 4.00 6.005.00 4.00 1.002.007 2.00 2.00 2.004.00 5.00 2.002.008 2.00 3.00 6.005.00 4.00 2.002.009 2.00 3.00 6.006.00 4.00 1.002.0010 1.00 9.00 15.007.00 6.00 1.002.0011 2.00 4.00 3.004.00 3.00 2.002.0012 2.00 5.00 4.006.00 4.00 2.002.0013 1.

7、00 6.00 9.006.00 5.00 2.001.0014 1.00 6.00 8.003.00 2.00 2.002.0015 1.00 6.00 5.005.00 4.00 1.002.0016 2.00 4.00 3.004.00 3.00 2.002.0017 1.00 6.00 9.005.00 3.00 1.001.0018 1.00 4.00 4.005.00 4.00 1.002.0019 1.00 7.00 14.006.00 6.00 1.001.0020 2.00 6.00 6.006.00 4.00 2.002.0021 1.00 6.00 9.004.00 2.

8、00 2.002.0022 1.00 5.00 5.005.00 4.00 2.001.0023 2.00 3.00 2.004.00 2.00 2.002.0024 1.00 7.00 15.006.00 6.00 1.001.0025 2.00 6.00 6.005.00 3.00 1.002.0026 1.00 6.00 13.006.00 6.00 1.001.0027 2.00 5.00 4.005.00 5.00 1.001.0028 2.00 4.00 2.003.00 2.00 2.002.00 29 1.00 4.00 4.005.00 3.00 1.002.0030 1.0

9、0 3.00 3.007.00 5.00 1.002.00Internet Usage DataTable 15.1Table 15.1第5页，共37页，编辑于2022年，星期六Frequency HistogramFigure 15.1Figure 15.123456707432165FrequencyFrequencyFamiliarity8第6页，共37页，编辑于2022年，星期六Skewness of a DistributionFigure 15.2Figure 15.2Skewed DistributionSymmetric DistributionMean Median Mode

10、(a)Mean Median Mode(b)第7页，共37页，编辑于2022年，星期六Formulate H0 and H1Steps Involved in Hypothesis TestingFig.15.3Fig.15.3Select Appropriate TestCollect Data and Calculate Test StatisticDetermine Probability Associated with Test StatisticChoose Level of Significance Draw Marketing Research ConclusionReject

11、or Do not Reject H0Determine Critical Value of Test Statistic TSCRDetermine if TSCR falls into(Non)Rejection RegionCompare with Level of Significance,第8页，共37页，编辑于2022年，星期六Probabilities of Type I&Type II ErrorFigure 15.4Figure 15.499%of Total AreaCritical Value of Z =15 =17 =0.01=1.645Z =-2.33Z ZZ95%

12、of Total Area =0.05第9页，共37页，编辑于2022年，星期六Unshaded Area=0.0336Probability of z with a One-Tailed TestFig.15.5Fig.15.5Shaded Area=0.9664z=1.830第10页，共37页，编辑于2022年，星期六Hypothesis TestsDistributionsA Broad Classification of Hypothesis TestsTests of AssociationTests of DifferencesMedian/RankingsMeansProport

13、ionsFigure 15.6Figure 15.6第11页，共37页，编辑于2022年，星期六Frequency Distribution of Familiaritywith the InternetTable 15.2Table 15.2第12页，共37页，编辑于2022年，星期六Gender and Internet UsageTable 15.3Table 15.3第13页，共37页，编辑于2022年，星期六 Internet Usage by SexTable 15.4Table 15.4第14页，共37页，编辑于2022年，星期六Sex by Internet UsageTabl

14、e 15.5Table 15.5第15页，共37页，编辑于2022年，星期六Original Two VariablesIntroduce a Third VariableSome Association between the Two VariablesIntroduction of a Third Variable in Cross-TabulationFig.15.7Fig.15.7Introduce a Third VariableNo Association between the Two VariablesNo Association between the Two Variabl

15、esSome Association between the Two VariablesRefined Association between the Two VariablesNo Change in the Initial Pattern第16页，共37页，编辑于2022年，星期六Purchase of Fashion Clothing by Marital StatusTable 15.6Table 15.6第17页，共37页，编辑于2022年，星期六Purchase of Fashion Clothing by Marital StatusTable 15.7Table 15.7Unm

16、arriedUnmarried第18页，共37页，编辑于2022年，星期六Ownership of Expensive Automobiles by Education LevelTable 15.8Table 15.8第19页，共37页，编辑于2022年，星期六Ownership of Expensive Automobiles by Education Level and Income LevelsTable 15.9Table 15.9第20页，共37页，编辑于2022年，星期六Desire to Travel Abroad by AgeTable 15.10Table 15.10第21

17、页，共37页，编辑于2022年，星期六Desire to Travel Abroadby Age and SexTable 15.11Table 15.11第22页，共37页，编辑于2022年，星期六Eating Frequently in Fast Food Restaurants by Family SizeTable 15.12Table 15.12第23页，共37页，编辑于2022年，星期六Eating Frequently in Fast Food Restaurants by Family Size&IncomeTable 15.13Table 15.13第24页，共37页，编辑于

18、2022年，星期六Chi-Square DistributionFigure 15.8Figure 15.8Reject H0Do Not Reject H0CriticalValue 2 第25页，共37页，编辑于2022年，星期六Independent SamplesOne SampleTwo or More SamplesOne SampleTwo or More SamplesPaired SamplesIndependent SamplesPaired Samples*t test *Z test*Chi-Square*K-S*Runs*Binomial*Two-Group t Tw

19、o-Group t testtest*Z test*Z test*Paired t test*Chi-Square*Mann-Whitney*Median*K-S*Sign*Wilcoxon*McNemar*Chi-SquareHypothesis TestsParametric Tests(Metric Tests)Non-parametric Tests(Nonmetric Tests)A Classification of Hypothesis Testing Procedures for Examining DifferencesFig.15.9Fig.15.9第26页，共37页，编辑

20、于2022年，星期六Two Independent-Samples t TestsTable 15.14Table 15.14-第27页，共37页，编辑于2022年，星期六Paired-Samples t TestTable 15.15Table 15.15第28页，共37页，编辑于2022年，星期六K-S One-Sample Test forNormality of Internet UsageTable 15.16Table 15.16第29页，共37页，编辑于2022年，星期六Mann-Whitney U-Wilcoxon Rank Sum W Test Internet Usage

21、by SexTable 15.17Table 15.17第30页，共37页，编辑于2022年，星期六Wilcoxon Matched-PairsSigned-Rank TestInternet With TechnologyTable 15.18Table 15.18第31页，共37页，编辑于2022年，星期六A Summary of Hypothesis Tests Related to DifferencesTable 15.19Table 15.19Contd.Contd.第32页，共37页，编辑于2022年，星期六Table 15.19 Contd.Table 15.19 Contd.

22、第33页，共37页，编辑于2022年，星期六RIP15.1RIP15.1In In the the 2000s,2000s,the the trend trend is is toward toward global global marketing.marketing.How How can can marketers marketers market market a a brand brand abroad abroad where where there there exists exists diverse diverse historical historical and and

23、cultural cultural differences.differences.According According to to Bob Bob Kroll,Kroll,the the former former president president of of Del Del Monte Monte International,International,uniform uniform packaging packaging may may be be an an asset,asset,yet,yet,catering catering to to individual indiv

24、idual countries countries culinary culinary taste taste preferences preferences is is more more important.important.One One recent recent survey survey on on international international product product marketing marketing makes makes this this clear.clear.Marketing Marketing executives executives no

25、w now believe believe its its best best to to think think globally globally but but act act locally.locally.Respondents Respondents included included 100 100 brand brand and and product product managers managers and and marketing marketing people people from from some some of of the the nations nati

26、ons largest largest food,food,pharmaceutical,pharmaceutical,and and personal personal product product panies.39%39%said said that that it it would would not not be be a a good good idea idea to to use use uniform uniform packaging packaging in in foreign foreign markets markets while while 38%38%wer

27、e were in in favor favor of of it.it.Those Those in in favor favor of of regionally regionally targeted targeted packaging,packaging,however,however,mentioned mentioned the the desirability desirability of of maintaining maintaining as as much much brand brand equity equity and and package package c

28、onsistency consistency as as possible possible from from market to market.market to market.International Brand Equity-The Name Of The Game第34页，共37页，编辑于2022年，星期六RIP15.1 Contd.RIP15.1 Contd.But But they they also also believed believed it it was was necessary necessary to to tailor tailor the the pack

29、age package to to fit fit the the linguistic linguistic and and regulatory regulatory needs needs of of different different markets.markets.Based Based on on this this finding,finding,a a suitable suitable research research question question can can be:be:Do Do consumers consumers in in different di

30、fferent countries countries prefer prefer to to buy buy global global name name brands brands with with different different packaging packaging customized customized to to suit suit their their local local needs?needs?Based Based on on this this research research question,question,one one can can fr

31、ame frame a a hypothesis hypothesis that that other other things things being being constant,constant,standardized standardized branding branding with with customized customized packaging packaging for for a a well well established established name name brand brand will will result result in in grea

32、ter greater market market share.share.The The hypotheses hypotheses may may be be formulated as follows:formulated as follows:H0:H0:Standardized Standardized branding branding with with customized customized packaging packaging for for a a well well established established name brand will not lead t

33、o greater market share in the international market.name brand will not lead to greater market share in the international market.H1:H1:Other Other factors factors remaining remaining equal,equal,standardized standardized branding branding with with customized customized packaging packaging for for a

34、a well well established established name name brand brand will will lead lead to to greater greater market market share share in the international market.in the international market.第35页，共37页，编辑于2022年，星期六RIP15.1 Contd.RIP15.1 Contd.To To test test the the null null hypothesis,hypothesis,a a well wel

35、l established established brand brand like like Colgate Colgate toothpaste toothpaste which which has has followed followed a a mixed mixed strategy strategy can can be be selected.selected.The The market market share share in in countries countries with with standardized standardized branding brand

36、ing and and standardized standardized packaging packaging can can be be compared compared with with market market share share in in countries countries with with standardized standardized branding branding and and customized customized packaging,packaging,after after controlling controlling for for

37、the the effect effect of of other other factors.factors.A A two two independent samples t test can be usedindependent samples t test can be used.第36页，共37页，编辑于2022年，星期六RIP15.2RIP15.2Descriptive Descriptive statistics statistics indicate indicate that that the the public public perception perception o

38、f of ethics ethics in in business,business,and and thus thus ethics ethics in in marketing,marketing,are are poor.poor.In In a a poll poll conducted conducted by by Business Business Week,Week,46%46%of of those those surveyed surveyed said said that that the the ethical ethical standards standards o

39、f of business business executives executives are are only only fair.fair.A A Time Time magazine magazine survey survey revealed revealed that that 76%76%of of Americans Americans felt felt that that business business managers managers(and(and thus thus researchers)researchers)lacked lacked ethics et

40、hics and and this this lack lack contributes contributes to to the the decline decline of of moral moral standards standards in in the the U.S.U.S.However,However,the the general general public public is is not not alone alone in in its its disparagement disparagement of of business business ethics.

41、ethics.In In a a Touche Touche Ross Ross survey survey of of businesspersons,businesspersons,results results showed showed that that the the general general feeling feeling was was that that ethics ethics were were a a serious serious concern concern and and media media portrayal portrayal of of the the lack of ethics in business has not been exaggerated.lack of ethics in business has not been exaggerated.Statistics Describe Distrust第37页，共37页，编辑于2022年，星期六