中山大学吴柏林教授研究生课程“营销管理”绝密资料_CH17.pptVIP

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中山大学吴柏林教授研究生课程“营销管理”绝密资料_CH17.ppt

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Exploring MarketingResearchWilliam G. Zikmund Chapter 17: Determining Sample Size What does Statistics Mean? Descriptive statistics Number of people Trends in employment Data Inferential statistics Make an inference about a population from a sample Population Parameter Versus Sample Statistics Population Parameter Variables in a population Measured characteristics of a population Greek lower-case letters as notation Sample Statistics Variables in a sample Measures computed from data English letters for notation Making Data Usable Frequency distributions Proportions Central tendency Mean Median Mode Measures of dispersion Frequency Distribution of Deposits Percentage Distribution of Amounts of Deposits Probability Distribution of Amounts of Deposits Measures of Central Tendency Mean - arithmetic average μ, Population; , sample Median - midpoint of the distribution Mode - the value that occurs most often Population Mean Sample Mean Number of Sales Calls Per Day by Salespersons Sales for Products A and B, Both Average 200 Measures of Dispersion The range Standard deviation Measures of Dispersion or Spread Range Mean absolute deviation Variance Standard deviation The Range as a Measure of Spread The range is the distance between the smallest and the largest value in the set. Range = largest value – smallest value Deviation Scores The differences between each observation value and the mean: Low Dispersion Verses High Dispersion Low Dispersion Verses High Dispersion Average Deviation Mean Squared Deviation The Variance Variance Variance The variance is given in squared units The standard deviation is the square root of variance: Sample Standard Deviation Population Standard Deviation Sample Standard Deviation Sample Standard Deviation The Normal Distribution Normal curve Bell shaped Almost all of its values are within plus or minus 3 standard deviations I.Q. is an example Normal Distribution Normal Distribution Normal Curve: IQ Example Standardized Nor