营销调研运用EXCEL数据分析2E全套配套课件AlvinC.Burns Burns_2e_12.ppt

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1、BasicMarketingResearch:UsingMicrosoftExcelDataAnalysis,2ndEditionAlvinC.BurnsLouisianaStateUniversityRonaldF.BushUniversityofWestFloridaPrenticeHallPublishers2GeneralizingYourSampleFindingstothePopulationChapter12Aslongaswetakearepresentativesample(pro

2、bability),wehavethetoolstogeneralizethefindingsinthesampledatatothetotalpopulation.Forexample,researchersatMRI’ssampledataestimatesshowscustomershaveameanpreferenceforanewserviceof3.7ona5pointscale.Thissamplefindingisanestimateyet,withtherighttools,MRI

3、researcherscangeneralizethesamplefindingtothetotalcustomerpopulation.TheConceptofGeneralizationAsamplingfinding:isacomputedvaluebasedonsampledata.Thesevaluesmaybeeitherapercentage,average,orotheranalysisvalue.SampleFindingApopulationfact:isdefinedasthe

4、truevaluewhenacensusofthepopulationistakenandthe“true”valueisdeterminedusingallmembersofthepopulation.Itisrarethatthepopulationfactiseverknown.Samplefindings,however,areusedtoestimatepopulationfacts.Samplefindingsareourbestestimatesofpopulationfactstho

5、ughtheyalwayscontainsampleerror.PopulationFactGeneralization:istheactofestimatingapopulationfactfromasamplefinding.GeneralizationGeneralizationisaformoflogicinwhichyoumakeaninferenceaboutanentiregroupbasedonsomeevidenceaboutthatgroup.Thestrongertheevid

6、ence,themoreconfidentareyourgeneralizationsaboutthepopulation.Thestrengthoftheevidenceisbaseduponthesamplesize(thelargerthesamplesize,thegreatertheevidence.thevariancewithinthesampledata(thelessthevarianceinthesampledata,thestrongertheevidence.)General

7、izationWhenweuseasamplefindingtoestimatepopulationvalues,weknowthesamplefindingcontainssamplingerror.Therefore,wetranslateoursamplefindingsintoranges:Forexample,“33%±x%”GeneralizingSampleDatatotheTotalPopulationStatisticiansrefertopopulationvaluesaspar

8、ameters.Parameterestimation:isdefinedastheprocessofgeneralizingasample’sfindingtothepopulation.GeneralizingaSample’sFindings:EstimatingthePopulationValuePopulationparametersaredesignatedbyGreekletters.π=percentµ=meanoraverageSamplefindi