資源描述：
《market research course - quantitative part 英文》由會員上傳分享，免費(fèi)在線閱讀，更多相關(guān)內(nèi)容在教育資源-天天文庫。
1、OverviewofResearchMethodologiesQUANTITATIVERESEARCHMETHODSTableofContentsPartI-IntroductionToBasicQuantitativeMethodsPartII-CaseStudy-BrandTrackingStudyDemonstrationUsingSPSS14.0SampleSizeCalculationOverviewofDataComposition,Scale,Typesofvariablesetc.,E
2、xploratoryDataAnalysisBasicStatisticalTestsToDetectDifferencesBetweengroupsofdoctorsBetweenbrandsStatisticalTestsToDetectRelationshipsStatisticalHypothesisTestingPartIII-IntroductionToAdvancedQuantitativeMethodsFactorAnalysisPerceptualMappingSegmentatio
3、nAnalysisPARTI INTRODUCTIONTOBASICQUANTITATIVEMETHODSDefinitionofQuantitativeResearchQuantitativeresearchisnumericallyorientedandofteninvolvesstatisticalanalysis.Themainrulewithquantitativeresearchisthateveryrespondentisaskedthesameseriesofquestions.Th
4、isapproachisverystructuredandnormallyinvolveslargenumbersofinterviews.TypesofDataNumericaldatagenerallycomeintwokinds:MEASUREMENTDATA(sometimescalledquantitativedata)Onanaveragehowmanypatientswithdiabetesdidyoutreatinamonth?__________patientsCATEGORICAL
5、DATA(alsoknownasfrequencydataorcountdata)Whatisyourspecialty?Pleasetickone1.Cardiologists,2.Endocrinologists3.Nephrologists4.InternalMedicine5.GeneralPractitionerScalesofMeasurementMeasurementisfrequentlydefinedastheassignmentofnumberstoobjects:INTERVAL
6、SCALEinwhichwecanspeakofdifferencesbetweenscalepointsHowmanyyearsyouhavebeeninpractice?__________yearsORDINALSCALEwhichorderspeople,objectsoreventsalongsomecontinuumHowsatisfiedyourarewithbrandA?1.Notatallsatisfied2.Notsatisfied3.Neutral4.Satisfied5.Ver
7、ysatisfiedNOMINALSCALEisnotreallyascaleastheydonotscaleitemsalonganydimensionWhatisyourgender?Pleasetickone1.Male2.FemaleInwhichstatedoyounormallypractice?Pleasetickone1.ACT2.NSW3.NT4.QLD5.SA6.TAS7.VIC8.WACompositionofDataAdatatypicallyconsistsof:VARIAB
8、LESarepropertiesorcharacteristicsofastudyortherapytypeetc.,e.g.attitudinalstatements,productcharacteristics,functionalandemotionalattributes,patientflowetc.,CASEStypicallycorrespondtorespondentse.g.Doctors,Patients,Pharmacistsetc
