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1、Chapter XV,Frequency Distribution,Cross-Tabulation,and Hypothesis Testing,Chapter XV,Chapter Outline1)Overview2)Frequency Distribution3)Statistics Associated with Frequency Distribution i.Measures of Location ii.Measures of Variability iii.Measures of Shape4)Introduction to Hypothesis Testing5)A Gen
2、eral Procedure for Hypothesis Testing,6)Cross-Tabulations i.Two Variable Case ii.Three Variable Case iii.General Comments on Cross-Tabulations7)Statistics Associated with Cross-Tabulation i.Chi-Square ii.Phi Correlation Coefficient iii.Contingency Coefficient iv.Cramers V v.Lambda Coefficient vi.Oth
3、er Statistics,8)Cross-Tabulation in Practice 9)Hypothesis Testing Related to Differences10)Parametric Tests i.One Sample ii.Two Independent Samples iii.Paired Samples11)Non-parametric Tests i.One Sample ii.Two Independent Samples iii.Paired Samples,RESPONDENT SEX FAMILIARITY INTERNETATTITUDE TOWARD
4、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 3.007.00 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.
5、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 1.00 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.
6、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 2.00 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.
7、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 1.00 3.00 3.007.00 5.00 1.002.00,Internet Usage Data,Table 15.1,Frequency Histogram,Figure 15.1,2,3,4,5,6,7,0,7,4,3,2,
8、1,6,5,Frequency,Familiarity,8,Skewness of a Distribution,Figure 15.2,Skewed Distribution,Symmetric Distribution,Mean Median Mode(a),Mean Median Mode(b),Formulate H0 and H1,Steps Involved in Hypothesis Testing,Fig.15.3,Select Appropriate Test,Collect Data and Calculate Test Statistic,Determine Probab
9、ility Associated with Test Statistic,Draw Marketing Research Conclusion,Reject or Do not Reject H0,Determine Critical Value of Test Statistic TSCR,Determine if TSCR falls into(Non)Rejection Region,Compare with Level of Significance,Probabilities of Type I&Type II Error,Figure 15.4,99%of Total Area,C
10、ritical Value of Z,=15,=17,=0.01,=1.645,Z,=-2.33,Z,Z,Z,95%of Total Area,=0.05,Unshaded Area=0.0336,Probability of z with a One-Tailed Test,Fig.15.5,Shaded Area=0.9664,z=1.83,0,Hypothesis Tests,Distributions,A Broad Classification of Hypothesis Tests,Tests of Association,Tests of Differences,Median/R
11、ankings,Means,Proportions,Figure 15.6,Frequency Distribution of Familiaritywith the Internet,Table 15.2,Gender and Internet Usage,Table 15.3,Internet Usage by Sex,Table 15.4,Sex by Internet Usage,Table 15.5,Original Two Variables,Introduce a Third Variable,Some Association between the Two Variables,
12、Introduction of a Third Variable in Cross-Tabulation,Fig.15.7,Introduce a Third Variable,No Association between the Two Variables,No Association between the Two Variables,Some Association between the Two Variables,Refined Association between the Two Variables,No Change in the Initial Pattern,Purchas
13、e of Fashion Clothing by Marital Status,Table 15.6,Purchase of Fashion Clothing by Marital Status,Table 15.7,Unmarried,Unmarried,Ownership of Expensive Automobiles by Education Level,Table 15.8,Ownership of Expensive Automobiles by Education Level and Income Levels,Table 15.9,Desire to Travel Abroad
14、 by Age,Table 15.10,Desire to Travel Abroadby Age and Sex,Table 15.11,Eating Frequently in Fast Food Restaurants by Family Size,Table 15.12,Eating Frequently in Fast Food Restaurants by Family Size&Income,Table 15.13,Chi-Square Distribution,Figure 15.8,Reject H0,Do Not Reject H0,CriticalValue,2,Inde
15、pendent Samples,One Sample,Two or More Samples,One Sample,Two or More Samples,Paired Samples,Independent Samples,Paired 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-S,*Sign*Wilcoxon*McNemar Chi-Square,Hypothesis Tests,
16、Parametric Tests(Metric Tests),Non-parametric Tests(Nonmetric Tests),A Classification of Hypothesis Testing Procedures for Examining Differences,Fig.15.9,Two Independent-Samples t Tests,Table 15.14,-,Paired-Samples t Test,Table 15.15,K-S One-Sample Test forNormality of Internet Usage,Table 15.16,Man
17、n-Whitney U-Wilcoxon Rank Sum W Test Internet Usage by Sex,Table 15.17,Wilcoxon Matched-PairsSigned-Rank TestInternet With Technology,Table 15.18,A Summary of Hypothesis Tests Related to Differences,Table 15.19,Contd.,Table 15.19 Contd.,RIP15.1,In the 2000s,the trend is toward global marketing.How c
18、an marketers market a brand abroad where there exists diverse historical and cultural differences.According to Bob Kroll,the former president of Del Monte International,uniform packaging may be an asset,yet,catering to individual countries culinary taste preferences is more important.One recent surv
19、ey on international product marketing makes this clear.Marketing executives now believe its best to think globally but act locally.Respondents included 100 brand and product managers and marketing people from some of the nations largest food,pharmaceutical,and personal product companies.39%said that
20、 it would not be a good idea to use uniform packaging in foreign markets while 38%were in favor of it.Those in favor of regionally targeted packaging,however,mentioned the desirability of maintaining as much brand equity and package consistency as possible from market to market.,International Brand
21、Equity-The Name Of The Game,RIP15.1 Contd.,But they also believed it was necessary to tailor the package to fit the linguistic and regulatory needs of different markets.Based on this finding,a suitable research question can be:Do consumers in different countries prefer to buy global name brands with
22、 different packaging customized to suit their local needs?Based on this research question,one can frame a hypothesis that other things being constant,standardized branding with customized packaging for a well established name brand will result in greater market share.The hypotheses may be formulated
23、 as follows:H0:Standardized branding with customized packaging for a well established name brand will not lead to greater market share in the international market.H1:Other factors remaining equal,standardized branding with customized packaging for a well established name brand will lead to greater m
24、arket share in the international market.,RIP15.1 Contd.,To test the null hypothesis,a well established brand like Colgate toothpaste which has followed a mixed strategy can be selected.The market share in countries with standardized branding and standardized packaging can be compared with market sha
25、re in countries with standardized branding and customized packaging,after controlling for the effect of other factors.A two independent samples t test can be used.,RIP15.2,Descriptive statistics indicate that the public perception of ethics in business,and thus ethics in marketing,are poor.In a poll
26、 conducted by Business Week,46%of those surveyed said that the ethical standards of business executives are only fair.A Time magazine survey revealed that 76%of Americans felt that business managers(and thus researchers)lacked ethics and this lack contributes to the decline of moral standards in the
27、 U.S.However,the general public is not alone in its disparagement of business ethics.In a Touche Ross survey of businesspersons,results showed that the general feeling was that ethics were a serious concern and media portrayal of the lack of ethics in business has not been exaggerated.,Statistics Describe Distrust,
