数据分析频率分布列联表和假设检验课件.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，此课件共37页哦 Chapter Outline1)Overview2)Frequency Distribution3)Statistics Associated with Frequency Distribution i.Measures of Location i.Measures of Location ii.Measures of Variability ii.Measures of Variability iii.Measures of Shape4)Introduction to Hypothesis Testing4)Introductio

2、n to Hypothesis Testing5)A General Procedure for Hypothesis Testing5)A General Procedure for Hypothesis Testing 第2页，此课件共37页哦6)Cross-Tabulations6)Cross-Tabulations i.Two Variable Case i.Two Variable Case ii.Three Variable Case ii.Three Variable Case iii.General Comments on Cross-Tabulations iii.Gener

3、al Comments on Cross-Tabulations7)Statistics Associated with Cross-Tabulation i.Chi-Square ii.Phi Correlation Coefficient ii.Phi Correlation Coefficient iii.Contingency Coefficient iii.Contingency Coefficient iv.Cramers V iv.Cramers V v.Lambda Coefficient v.Lambda Coefficient vi.Other Statistics vi.

4、Other Statistics第3页，此课件共37页哦 8)Cross-Tabulation 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 ii.Two Independent Samples iii.Paired Samples

5、 iii.Paired Samples11)Non-parametric Tests 11)Non-parametric Tests i.One Sample i.One Sample ii.Two Independent Samples ii.Two Independent Samples iii.Paired Samples iii.Paired Samples第4页，此课件共37页哦RESPONDENT SEX FAMILIARITY INTERNETATTITUDE TOWARD USAGE OF INTERNETNUMBER USAGEInternetTechnology Shopp

6、ing 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 3.007.00 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

7、.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 1.00 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.

8、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 2.00 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.

9、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 1.00 3.00 3.007.00 5.00 1.002.00Internet Usage DataTable 15.1Table 15.1第5页，此课件共37页哦Frequency HistogramFigure 15.1Figure 15.123456707432165FrequencyFrequencyFamiliarity8第6页

10、，此课件共37页哦Skewness of a DistributionFigure 15.2Figure 15.2Skewed DistributionSymmetric DistributionMean Median Mode(a)Mean Median Mode(b)第7页，此课件共37页哦Formulate H0 and H1Steps Involved in Hypothesis TestingFig.15.3Fig.15.3Select Appropriate TestCollect Data and Calculate Test StatisticDetermine Probabi

11、lity Associated with Test StatisticChoose Level of Significance Draw Marketing Research ConclusionReject 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，此课件共37页哦Probabilities of Type I&Type II E

12、rrorFigure 15.4Figure 15.499%of Total AreaCritical Value of Z =15 =17 =0.01=1.645Z =-2.33Z ZZ95%of Total Area =0.05第9页，此课件共37页哦Unshaded Area=0.0336Probability of z with a One-Tailed TestFig.15.5Fig.15.5Shaded Area=0.9664z=1.830第10页，此课件共37页哦Hypothesis TestsDistributionsA Broad Classification of Hypot

13、hesis TestsTests of AssociationTests of DifferencesMedian/RankingsMeansProportionsFigure 15.6Figure 15.6第11页，此课件共37页哦Frequency Distribution of Familiaritywith the InternetTable 15.2Table 15.2第12页，此课件共37页哦Gender and Internet UsageTable 15.3Table 15.3第13页，此课件共37页哦 Internet Usage by SexTable 15.4Table

14、15.4第14页，此课件共37页哦Sex by Internet UsageTable 15.5Table 15.5第15页，此课件共37页哦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 As

15、sociation between the Two VariablesSome Association between the Two VariablesRefined Association between the Two VariablesNo Change in the Initial Pattern第16页，此课件共37页哦Purchase of Fashion Clothing by Marital StatusTable 15.6Table 15.6第17页，此课件共37页哦Purchase of Fashion Clothing by Marital StatusTable 15

16、.7Table 15.7UnmarriedUnmarried第18页，此课件共37页哦Ownership of Expensive Automobiles by Education LevelTable 15.8Table 15.8第19页，此课件共37页哦Ownership of Expensive Automobiles by Education Level and Income LevelsTable 15.9Table 15.9第20页，此课件共37页哦Desire to Travel Abroad by AgeTable 15.10Table 15.10第21页，此课件共37页哦De

17、sire to Travel Abroadby Age and SexTable 15.11Table 15.11第22页，此课件共37页哦Eating Frequently in Fast Food Restaurants by Family SizeTable 15.12Table 15.12第23页，此课件共37页哦Eating Frequently in Fast Food Restaurants by Family Size&IncomeTable 15.13Table 15.13第24页，此课件共37页哦Chi-Square DistributionFigure 15.8Figur

18、e 15.8Reject H0Do Not Reject H0CriticalValue 2 第25页，此课件共37页哦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 test*Z test*Paired t test*Chi-Square*Mann-Whitney*Median*K-

19、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，此课件共37页哦Two Independent-Samples t TestsTable 15.14Table 15.14-第27页，此课件共37页哦Paired-Sampl

20、es t TestTable 15.15Table 15.15第28页，此课件共37页哦K-S One-Sample Test forNormality of Internet UsageTable 15.16Table 15.16第29页，此课件共37页哦Mann-Whitney U-Wilcoxon Rank Sum W Test Internet Usage by SexTable 15.17Table 15.17第30页，此课件共37页哦Wilcoxon Matched-PairsSigned-Rank TestInternet With TechnologyTable 15.18Ta

21、ble 15.18第31页，此课件共37页哦A Summary of Hypothesis Tests Related to DifferencesTable 15.19Table 15.19Contd.Contd.第32页，此课件共37页哦Table 15.19 Contd.Table 15.19 Contd.第33页，此课件共37页哦RIP15.1RIP15.1In In the the 2000s,2000s,the the trend trend is is toward toward global global marketing.marketing.How How can can

22、marketers marketers market market a a brand brand abroad abroad where where there there exists exists diverse diverse historical historical and and cultural cultural differences.differences.According According to to Bob Bob Kroll,Kroll,the the former former president president of of Del Del Monte Mo

23、nte International,International,uniform uniform packaging packaging may may be be an an asset,asset,yet,yet,catering catering to to individual individual countries countries culinary culinary taste taste preferences preferences is is more more important.important.One One recent recent survey survey

24、on on international international product product marketing marketing makes makes this this clear.clear.Marketing Marketing executives executives now now believe believe its its best best to to think think globally globally but but act act locally.locally.Respondents Respondents included included 10

25、0 100 brand brand and and product product managers managers and and marketing marketing people people from from some some of of the the nations nations largest largest food,food,pharmaceutical,pharmaceutical,and and personal personal product product panies.39%39%said said that that it it would would

26、 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%were 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,men

27、tioned mentioned the the desirability desirability of of maintaining maintaining as as much much brand brand equity equity and and package consistency as possible from market to market.package consistency as possible from market to market.International Brand Equity-The Name Of The Game第34页，此课件共37页哦R

28、IP15.1 Contd.RIP15.1 Contd.But But they they also also believed believed it it was was necessary necessary to to tailor tailor the the package 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 thi

29、s this finding,finding,a a suitable suitable research research question question can can be:be:Do Do consumers consumers in in different different countries countries prefer prefer to to buy buy global global name name brands brands with with different different packaging packaging customized custom

30、ized to to suit suit their their local local needs?needs?Based Based on on this this research research question,question,one one can can frame frame a a hypothesis hypothesis that that other other things things being being constant,constant,standardized standardized branding branding with with custo

31、mized customized packaging packaging for for a a well well established established name name brand brand will will result result in in greater greater market market share.share.The The hypotheses hypotheses may may be be formulated as follows:formulated as follows:H0:H0:Standardized Standardized bra

32、nding branding with with customized customized packaging packaging for for a a well well established established name name brand brand will will not not lead lead to to greater greater market market share share in in the the international market.international market.H1:H1:Other Other factors factors

33、 remaining remaining equal,equal,standardized standardized branding branding with with customized customized packaging packaging for for a a well well established established name name brand brand will will lead lead to to greater market share in the international market.greater market share in the

34、international market.第35页，此课件共37页哦RIP15.1 Contd.RIP15.1 Contd.To To test test the the null null hypothesis,hypothesis,a a well well 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 b

35、e selected.selected.The The market market share share in in countries countries with with standardized standardized branding branding and and standardized standardized packaging packaging can can be be compared compared with with market market share share in in countries countries with with standard

36、ized standardized branding branding and and customized customized packaging,packaging,after after controlling controlling for for the the effect effect of of other other factors.factors.A A two two independent independent samples samples t t test test can can be be usedused.第36页，此课件共37页哦RIP15.2RIP15

37、.2Descriptive Descriptive statistics statistics indicate indicate that that the the public public perception perception of 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 Busin

38、ess Week,Week,46%46%of of those those surveyed surveyed said said that that the the ethical ethical standards standards of 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

39、felt felt that that business business managers managers(and(and thus thus researchers)researchers)lacked lacked ethics ethics 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

40、general public public is is not not alone alone in in its its disparagement disparagement of of business business ethics.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 lack of of ethics ethics in in business business has has not not been been exaggerated.exaggerated.Statistics Describe Distrust第37页，此课件共37页哦