MARKETING RESEARCH  FINAL EXAM

Statistical hypothesis testing, Statistics, Regression analysis

L11.1: Data Analysis Procedures, Reporting

Read: Slides, Chapter 19 pp648-653, Chapter 15 pp478-493

o Data Analysis Procedure: pp478

o Validation and Editing: pp478-486 (NOT Required for Final Exam) o Coding: pp486-490

 o Data Cleaning: pp491-493 (NOT Required for Final Exam) o Structure of the Reports: pp648-653 (NOT Required for Final Exam) o Guideline for a good report pp 652 (NOT Required for Final Exam)

L11.2: Fundamental Data Analysis

Read: Slides, SPSS Guide I, Chapter 15 pp 493-496, 500-508,

o One-Way Frequency Table: pp493-496

o Descriptive Statistics: pp505-508

 o How to interpret SPSS charts from one way frequency table and descriptive o Note: I will give you SPSS charts to interpret. The actual SPSS procedures will not be tested. When you review the SPSS Guide, ignore the screenshots. You need to know where to get all the necessary information and how to interpret it and how to use it. o Graphical Presentation: pp500-504 (NOT Required for Final Exam) Examples: In-class exercise; Question 1 in Problem Set 1