Marketing Research Data Analysis

analysis techniques
•quantitative data, descriptive, or causal research
•primary or secondary
quantitative data
data associated with mathematical models and statistical techniques used to analyze spatial location and association
descriptive research
marketing research to better describe marketing problems, situations, or markets, such as the market potential for a product or the demographics and attitudes of consumers
causal research
marketing research to test hypotheses about cause and effect relationships
primary data
information collected for the specific purpose at hand
secondary data
data previously collected for any purpose other than the one at hand
application of marketing research steps
1. describe sample
2. make inferences about population
3. make decision based on hypothesis testing
describe a sample with statistics-univariate statistics
•descriptive univariate statistics
-frequencies (count of how many in a category)
-standard deviation
•describe sample, then use confidence intervals to predict population value
univariate statistics
summarize information from a single variable
describe a sample with statistics-bivariate statistics
•descriptive bivariate statistics
-cross-tabulation (like frequency)
•inferential bivariate
•is the pattern that we see different than we would expect if the variables were not related to each other?
inferential bivariate
•depends on types of variables
•both categorical: chi-squared
•i.e. are freshman more likely than other students to purchase a meal-plan?
•data analysis, slide 4