數(shù)據(jù)分析頻率分布列聯(lián)表和假設(shè)檢驗第1頁，課件共37頁，創(chuàng)作于2023年2月

ChapterOutline1)Overview2)FrequencyDistribution3)StatisticsAssociatedwithFrequencyDistributioni.MeasuresofLocationii.MeasuresofVariabilityiii.MeasuresofShape4)IntroductiontoHypothesisTesting5)AGeneralProcedureforHypothesisTesting

第2頁，課件共37頁，創(chuàng)作于2023年2月6)Cross-Tabulationsi.TwoVariableCaseii.ThreeVariableCaseiii.GeneralCommentsonCross-Tabulations7)StatisticsAssociatedwithCross-Tabulationi.Chi-Squareii.PhiCorrelationCoefficientiii.ContingencyCoefficientiv.Cramer’sVv.LambdaCoefficientvi.OtherStatistics第3頁，課件共37頁，創(chuàng)作于2023年2月

8)Cross-TabulationinPractice

9)HypothesisTestingRelatedtoDifferences10)ParametricTestsi.OneSampleii.TwoIndependentSamplesiii.PairedSamples11)Non-parametricTestsi.OneSampleii.TwoIndependentSamplesiii.PairedSamples第4頁，課件共37頁，創(chuàng)作于2023年2月RESPONDENT

SEXFAMILIARITYINTERNET ATTITUDETOWARD

USAGEOFINTERNETNUMBER USAGE Internet TechnologyShoppingBanking

1 1.00 7.00 14.00 7.00 6.00 1.00 1.002 2.00 2.00 2.00 3.00 3.00 2.00 2.003 2.00 3.00 3.00 4.00 3.00 1.00 2.004 2.00 3.00 3.00 7.00 5.00 1.00 2.005 1.00 7.00 13.00 7.00 7.00 1.00 1.006 2.00 4.00 6.00 5.00 4.00 1.00 2.007 2.00 2.00 2.00 4.00 5.00 2.00 2.008 2.00 3.00 6.00 5.00 4.00 2.00 2.009 2.00 3.00 6.00 6.00 4.00 1.00 2.0010 1.00 9.00 15.00 7.00 6.00 1.00 2.0011 2.00 4.00 3.00 4.00 3.00 2.00 2.0012 2.00 5.00 4.00 6.00 4.00 2.00 2.0013 1.00 6.00 9.00 6.00 5.00 2.00 1.0014 1.00 6.00 8.00 3.00 2.00 2.00 2.0015 1.00 6.00 5.00 5.00 4.00 1.00 2.0016 2.00 4.00 3.00 4.00 3.00 2.00 2.0017 1.00 6.00 9.00 5.00 3.00 1.00 1.0018 1.00 4.00 4.00 5.00 4.00 1.00 2.0019 1.00 7.00 14.00 6.00 6.00 1.00 1.0020 2.00 6.00 6.00 6.00 4.00 2.00 2.0021 1.00 6.00 9.00 4.00 2.00 2.00 2.0022 1.00 5.00 5.00 5.00 4.00 2.00 1.0023 2.00 3.00 2.00 4.00 2.00 2.00 2.0024 1.00 7.00 15.00 6.00 6.00 1.00 1.0025 2.00 6.00 6.00 5.00 3.00 1.00 2.0026 1.00 6.00 13.00 6.00 6.00 1.00 1.0027 2.00 5.00 4.00 5.00 5.00 1.00 1.0028 2.00 4.00 2.00 3.00 2.00 2.00 2.0029 1.00 4.00 4.00 5.00 3.00 1.00 2.0030 1.00 3.00 3.00 7.00 5.00 1.00 2.00InternetUsageDataTable15.1第5頁，課件共37頁，創(chuàng)作于2023年2月FrequencyHistogramFigure15.123456707432165FrequencyFamiliarity8第6頁，課件共37頁，創(chuàng)作于2023年2月SkewnessofaDistributionFigure15.2SkewedDistributionSymmetricDistributionMeanMedianMode(a)MeanMedianMode(b)第7頁，課件共37頁，創(chuàng)作于2023年2月FormulateH0andH1StepsInvolvedinHypothesisTestingFig.15.3SelectAppropriateTestCollectDataandCalculateTestStatisticDetermineProbabilityAssociatedwithTestStatisticChooseLevelofSignificanceDrawMarketingResearchConclusionRejectorDonotRejectH0DetermineCriticalValueofTestStatisticTSCRDetermineifTSCRfallsinto(Non)RejectionRegionComparewithLevelofSignificance,

第8頁，課件共37頁，創(chuàng)作于2023年2月ProbabilitiesofTypeI&TypeIIErrorFigure15.499%ofTotalAreaCriticalValueofZ

=15

=17

=0.01

=1.645Z

=-2.33Z

ZZ95%ofTotalArea

=0.05第9頁，課件共37頁，創(chuàng)作于2023年2月UnshadedArea=0.0336ProbabilityofzwithaOne-TailedTestFig.15.5ShadedArea=0.9664z=1.830第10頁，課件共37頁，創(chuàng)作于2023年2月HypothesisTestsDistributionsABroadClassificationofHypothesisTestsTestsofAssociationTestsofDifferencesMedian/RankingsMeansProportionsFigure15.6第11頁，課件共37頁，創(chuàng)作于2023年2月FrequencyDistributionofFamiliaritywiththeInternetTable15.2第12頁，課件共37頁，創(chuàng)作于2023年2月GenderandInternetUsageTable15.3第13頁，課件共37頁，創(chuàng)作于2023年2月

InternetUsagebySexTable15.4第14頁，課件共37頁，創(chuàng)作于2023年2月SexbyInternetUsageTable15.5第15頁，課件共37頁，創(chuàng)作于2023年2月OriginalTwoVariablesIntroduceaThirdVariableSomeAssociationbetweentheTwoVariablesIntroductionofaThirdVariableinCross-TabulationFig.15.7IntroduceaThirdVariableNoAssociationbetweentheTwoVariablesNoAssociationbetweentheTwoVariablesSomeAssociationbetweentheTwoVariablesRefinedAssociationbetweentheTwoVariablesNoChangeintheInitialPattern第16頁，課件共37頁，創(chuàng)作于2023年2月PurchaseofFashionClothingbyMaritalStatusTable15.6第17頁，課件共37頁，創(chuàng)作于2023年2月PurchaseofFashionClothingbyMaritalStatusTable15.7UnmarriedUnmarried第18頁，課件共37頁，創(chuàng)作于2023年2月OwnershipofExpensiveAutomobilesbyEducationLevelTable15.8第19頁，課件共37頁，創(chuàng)作于2023年2月OwnershipofExpensiveAutomobilesbyEducationLevelandIncomeLevelsTable15.9第20頁，課件共37頁，創(chuàng)作于2023年2月DesiretoTravelAbroadbyAgeTable15.10第21頁，課件共37頁，創(chuàng)作于2023年2月DesiretoTravelAbroadbyAgeandSexTable15.11第22頁，課件共37頁，創(chuàng)作于2023年2月EatingFrequentlyinFastFoodRestaurantsbyFamilySizeTable15.12第23頁，課件共37頁，創(chuàng)作于2023年2月EatingFrequentlyinFastFoodRestaurantsbyFamilySize&IncomeTable15.13第24頁，課件共37頁，創(chuàng)作于2023年2月Chi-SquareDistributionFigure15.8RejectH0DoNotRejectH0CriticalValue2

第25頁，課件共37頁，創(chuàng)作于2023年2月IndependentSamplesOneSampleTwoorMoreSamplesOneSampleTwoorMoreSamplesPairedSamplesIndependentSamplesPairedSamples*ttest*Ztest*Chi-Square*K-S*Runs*Binomial*Two-Groupttest*Ztest*Pairedttest*Chi-Square*Mann-Whitney*Median*K-S*Sign*Wilcoxon*McNemarChi-SquareHypothesisTestsParametricTests(MetricTests)Non-parametricTests(NonmetricTests)AClassificationofHypothesisTestingProceduresforExaminingDifferencesFig.15.9第26頁，課件共37頁，創(chuàng)作于2023年2月TwoIndependent-SamplestTestsTable15.14-第27頁，課件共37頁，創(chuàng)作于2023年2月Paired-SamplestTestTable15.15第28頁，課件共37頁，創(chuàng)作于2023年2月K-SOne-SampleTestforNormalityofInternetUsageTable15.16第29頁，課件共37頁，創(chuàng)作于2023年2月Mann-WhitneyU-WilcoxonRankSumWTestInternetUsagebySexTable15.17第30頁，課件共37頁，創(chuàng)作于2023年2月WilcoxonMatched-PairsSigned-RankTestInternetWithTechnologyTable15.18第31頁，課件共37頁，創(chuàng)作于2023年2月ASummaryofHypothesisTestsRelatedtoDifferencesTable15.19Contd.第32頁，課件共37頁，創(chuàng)作于2023年2月Table15.19Contd.

第33頁，課件共37頁，創(chuàng)作于2023年2月RIP15.1Inthe2000s,thetrendistowardglobalmarketing.Howcanmarketersmarketabrandabroadwherethereexistsdiversehistoricalandculturaldifferences.AccordingtoBobKroll,theformerpresidentofDelMonteInternational,uniformpackagingmaybeanasset,yet,cateringtoindividualcountries'culinarytastepreferencesismoreimportant.Onerecentsurveyoninternationalproductmarketingmakesthisclear.Marketingexecutivesnowbelieveit'sbesttothinkgloballybutactlocally.Respondentsincluded100brandandproductmanagersandmarketingpeoplefromsomeofthenation'slargestfood,pharmaceutical,andpersonalproductcompanies.39%saidthatitwouldnotbeagoodideatouseuniformpackaginginforeignmarketswhile38%wereinfavorofit.Thoseinfavorofregionallytargetedpackaging,however,mentionedthedesirabilityofmaintainingasmuchbrandequityandpackageconsistencyaspossiblefrommarkettomarket.

InternationalBrandEquity-TheNameOfTheGame第34頁，課件共37頁，創(chuàng)作于2023年2月RIP15.1Contd.Buttheyalsobelieveditwasnecessarytotailorthepackagetofitthelinguisticandregulatoryneedsofdifferentmarkets.Basedonthisfinding,asuitableresearchquestioncanbe:Doconsumersindifferentcountriesprefertobuyglobalnamebrandswithdifferentpackagingcustomizedtosuittheirlocalneeds?Basedonthisresearchquestion,onecanframeahypothesisthatotherthingsbeingconstant,standardizedbrandingwithcustomizedpackagingforawellestablishednamebrandwillresultingreatermarketshare.Thehypothesesmaybeformulatedasfollows:H0:Standardizedbrandingwithcustomizedpackagingforawellestablishednamebrandwillnotleadtogreatermarketshareintheinternationalmarket.H1:Otherfactorsremainingequal,standardizedbrandingwithcustomizedpackagingforawellestablishednamebrandwillleadtogreatermarketshareintheinternationalmarket.第35頁，課件共37頁，創(chuàng)作于2023年2月RIP15.1Contd.Totestthenullhypothesis,awellestablishedbrandlikeColgatetoothpastewhichhasfollowedamixedstrategycanbeselected.Themarketshareincountrieswithstandardi