市場(chǎng)調(diào)查方法(英文版)第十四章

1、PowerPoint Presentation by Charlie CookThe University of West AlabamaWilliam G. Zikmund Barry J. BabinPart 5Analysis and Reporting3rd EditionAfter studying this chapter, you should be able to2 2007 Thomson/South-Western. All rights reserved.3 2007 Thomson/South-Western. All rights reserved.4 2007 Th

2、omson/South-Western. All rights reserved.5 2007 Thomson/South-Western. All rights reserved.6 2007 Thomson/South-Western. All rights reserved.From Roger Ricklefs, “Ethics in America,” The Wall Street Journal, October 31, 1983, p. 33, 42; November 1, 1983, p. 33; November 2, 1983, p. 33; and November

3、3, 1983, pp. 33, 37.7 2007 Thomson/South-Western. All rights reserved.8 2007 Thomson/South-Western. All rights reserved.9 2007 Thomson/South-Western. All rights reserved.10 2007 Thomson/South-Western. All rights reserved.11 2007 Thomson/South-Western. All rights reserved.Bimodal12 2007 Thomson/South

4、-Western. All rights reserved.13 2007 Thomson/South-Western. All rights reserved.14 2007 Thomson/South-Western. All rights reserved.15 2007 Thomson/South-Western. All rights reserved.16 2007 Thomson/South-Western. All rights reserved.17 2007 Thomson/South-Western. All rights reserved.Confidence in C

5、hurch/Organized ReligionQuestion: I am going to read you a list of institutions in American society. Would you tell me how much confidence you, yourself, have in each onea great deal, quite a lot, some, or very little? The Church or Organized Religion*Less than 1 percent.From “Confidence in Church/O

6、rganized Religion,” The Gallup Report 238, July 1985, p. 4.18 2007 Thomson/South-Western. All rights reserved.19 2007 Thomson/South-Western. All rights reserved.Americans spend nine more hours at the office today than they did 27 years ago.Reprinted from “Time Off ” American Demographics, March 2001

7、, p. 24.20 2007 Thomson/South-Western. All rights reserved.21 2007 Thomson/South-Western. All rights reserved.22 2007 Thomson/South-Western. All rights reserved.23 2007 Thomson/South-Western. All rights reserved.24 2007 Thomson/South-Western. All rights reserved.From Real Stats Real Easy: SPSS for W

8、indows. Copyright 1992, SPSS, Inc.25 2007 Thomson/South-Western. All rights reserved.26 2007 Thomson/South-Western. All rights reserved.27 2007 Thomson/South-Western. All rights reserved.28 2007 Thomson/South-Western. All rights reserved.29 2007 Thomson/South-Western. All rights reserved.The null hy

9、pothesis: the mean is equal to 3.0:The alternative hypothesis: the mean does not equal to 3.0:30 2007 Thomson/South-Western. All rights reserved.31 2007 Thomson/South-Western. All rights reserved.32 2007 Thomson/South-Western. All rights reserved.33 2007 Thomson/South-Western. All rights reserved.34

10、 2007 Thomson/South-Western. All rights reserved.iiiE)E(O = chi-square statisticOi = observed frequency in the ith cellEi = expected frequency on the ith cellnCREjiijRi = total observed frequency in the ith rowCj = total observed frequency in the jth columnn = sample size35 2007 Thomson/South-Wester

11、n. All rights reserved.d.f.=(R-1)(C-1)36 2007 Thomson/South-Western. All rights reserved.37 2007 Thomson/South-Western. All rights reserved.38 2007 Thomson/South-Western. All rights reserved.All statistics appropriate for lower-order scales (nominal is the lowest) are appropriate for higher-order scales (r