广告调查（第二版）英文 课件 乔尔•戴维斯 ch15 Quantitative Data、ch16 Quantitative Data Analysis Inferential Statistics

Slide15-1AdvertisingResearch

JoelJ.DavisChapter15:QuantitativeDataAnalysisStatistics

Slide15-2KeyMeasuresPercentageAverageormeanMedianModeStandardDeviation

Slide15-3PercentageSimilartoscoreonanexamTocalculate:dividethenumberofcorrectanswersbytotalnumberofquestions,andthenmultiplyby100 16correctanswers/20questions=.8 .8*100=80%

Slide15-4PercentagesforSurveyQuestions

Slide15-5PercentagesforSurveyQuestions

Slide15-6Averages Thinkingbacktothecommercialyoujustsaw,howrelevant ornotrelevantwouldyousaythecommercial’smessagewas? Wouldyousaythatitwas… Extremelyrelevant _____(1) Somewhatrelevant _____(2) Somewhatirrelevant _____(3) Extremelyirrelevant _____(4)

Slide15-7Averages

Thinkingbacktothecommercialyoujustsaw,howrelevant ornotrelevantwouldyousaythecommercial’smessagewas? Wouldyousaythatitwas… Extremelyrelevant _____(1) Somewhatrelevant _____(2) Somewhatirrelevant _____(3) Extremelyirrelevant _____(4) TenResponses:1,2,3,2,3,4,4,2,1,2 Addresponses:1+2+3+2+3+4+,4+2+1+2=24 Dividebynumberofresponses:24/10=2.4

Slide15-8MedianNumberthatappearsinthemiddleoforderedsetofdataScoresmustbeorderedfromlowesttohighest

Slide15-9MedianNumberthatappearsinthemiddleoforderedsetofdataScoresmustbeorderedfromlowesttohighestFivepeopleprovideage: 21,23,25,26,99

Average=38.8 Median=25

Slide15-10FindingtheMedianForanoddnumberofscores:MedianisscoreexactlyinthemiddleForanevennumberofscores:Medianistheaverageofthetwomiddlescores

Slide15-11ModeThevalueinasetofscoresthatappearsmostoftenUsefulwhenneedtoknowmostfrequentresponse

Slide15-12ModeThevalueinasetofscoresthatappearsmostoftenUsefulwhenneedtoknowmostfrequentresponse

Slide15-13SymmetricalDistribution

Slide15-14LeftSkewedDistribution

Slide15-15RightSkewedDistribution

Slide15-16ReactionstoThreeCommercials

Slide15-17ReactionstoThreeCommercials

Slide15-18ExaminingResponsestoIndividualQuestions

Slide15-19ExaminingResponsestoIndividualQuestions

Slide15-20ExaminingResponsestoIndividualQuestions

Slide15-21ExaminingRespondents’Patternofresponse

Slide15-22ClassificationQuestions

Slide15-23ClassificationQuestions

Slide15-24ClassificationQuestions

Slide15-25ChecklistQuestions

Slide15-26ChecklistQuestions

Slide15-27ChecklistQuestions

Slide15-28ChecklistQuestions:PatternsofResponseRespondentchecksonlypositiveoptionsRespondentchecksonlynegativeoptionsRespondentchecksbothpositiveandnegativeoptions

Slide15-29ChecklistQuestions:PatternofResponse

Slide15-30ChecklistQuestions:PatternofResponse

Slide15-31RankingandOtherOrdinalQuestions

Slide15-32RankingandOtherOrdinalQuestions

Slide15-33RankingandOtherOrdinalQuestions

Slide15-34RatingandOtherIntervalQuestions

Slide15-35RatingandOtherIntervalQuestions

Slide15-36RatingandOtherIntervalQuestions

Slide15-37RatingandOtherIntervalQuestions

Slide15-38ConstantSumandOtherRatioQuestions

Slide15-39ConstantSumandOtherRatioQuestions

Slide15-40SubgroupAnalysis

Slide15-41SubgroupAnalysis

Slide15-42GuidelinesforSubgroupAnalysisThinkaboutthedatafromtheend-user’sperspectiveLookfortheunexpectedBeopen-mindedBesensitivetosamplesize

Slide15-43DataAnalysisinActionTwentyrespondentsCollectdemographicinformationAgeGenderCollecttypesofreactionstoadvertisingPurchaseintentMessagebelievabilityanduniquenessChecklistofreactions(interesting,confusing)

Slide15-44DataAnalysisinAction

Slide15-45DataAnalysisisAction:AppropriateAnalysesPurchaseIntent,believability,uniquenessMeanMedianModePercentageChecklistPercentage

Slide15-46DataAnalysisinAction:SummaryStatistics

Slide15-47DataAnalysisinAction:AgeSubgroups

Slide15-48DataAnalysisinAction:GenderSubgroups

Slide15-49DataAnalysisinAction:ReactionSubgroups

Slide15-50Allrightsreserved.Nopartofthispublicationmaybereproduced,storedinaretrievalsystem,ortransmittedinanyformorbyanymeans,electronic,mechanical,photocopying,recording,orotherwisewithoutthepriorwrittenpermissionofthepublisher.PrintedintheUnitedStatesofAmerica.

Slide16-51AdvertisingResearch

JoelJ.DavisChapter16:QuantitativeDataAnalysis:InferentialStatistics(Part1)

Slide16-52WhyuseInferentialStatistics?HowmuchconfidencecanIhavethatobserveddifferencesarereal?HowmuchconfidencecanIhavethatobservedrelationshipsarereal?

Slide16-53StatisticalSignificance:AlphaAlpha(

)representsprobabilitythatdifferenceisduetochanceBetween0and1LowernumbersreflectgreaterconfidenceForeaseofinterpretationreportedasapercentage

Slide16-54StatisticalSignificance:AlphaAlpha(

)representsprobabilitythatdifferenceisduetochanceBetween0and1LowernumbersreflectgreaterconfidenceForeaseofinterpretationreportedasapercentage

Levelofchanceis10%Levelofconfidenceis90%

Slide16-55AnExample:VideoGameAdvertisingYouwanttofindoutifexplicitlyincorporatingtheFordMustangintothegamehasanyeffectonplayers’attitudesandpreferencestowardthecar.YouarrangetohavetheMustangappearin(arandomlyselected)halfoftheplayers’gamewhiletheotherhalfofplayersarenotexposed.Afteranhourofplaying,apop-upwindowappearsandaskstheplayersiftheywouldanswerafewshortquestionsaboutthegame.ThequestionsrelatedtoMustangareshownbelowwherethe“awareness”measureisthepercentageofthesamplementioningMustangwhenasked“Whatcarnamesandtypescometomind?”andtheremainingthreemeasuresareeachgroup’saverageratingona“1”to“5”pointscalewherehighernumbersaremorepositive.

Slide16-56AnExample:VideoGameAdvertising

Slide16-57AnExample:VideoGameAdvertising

Slide16-58OneMeasure,OneLargeSampleMcDonald’stestsallcommercialsbeforeproductionComparesperformanceofproposedcommercialtopoolofpriorcommercialsCommercialisproducedonlyifitsignificantlyexceedsaverageofpriorcommercialsPurchaseintentkeymeasure

Slide16-59OneMeasure,OneLargeSample

Slide16-60OneMeasure,OneLargeSample1.Subtractpopulationaveragefromsampleaverage

3.9-3.1=.82.Dividepopulationstandarddeviationbysquarerootofsamplesize

1.6/10=.163.DividenumberfromStep1bynumberfromStep2

.8/.16=5.0

Slide16-61Z-ScoreSignificanceOnlineZ-scorecalculator

Slide16-62OneMeasure,OneSmallSample

Slide16-63OneMeasure,OneSmallSample1.Subtractpopulationaveragefromsampleaverage

3.2-3.6=-.42.Dividepopulationstandarddeviationbysquarerootofsamplesize

1.5/5=.33.DividenumberfromStep1bynumberfromStep2

-.4/.3=-1.33

Slide16-64T-ValueSignificance

Onlinet-testcalculator

Slide16-65ComparingSampletoPopulationProportionMcDonald’stestsallcommercialsbeforeproductionComparesperformanceofproposedcommercialtopoolofpriorcommercialsCommercialisproducedonlyifitsignificantlyexceedsaverageofpriorcommercialsKeymeasure:Proportionofrespondentssaying“McDonald’s”whenasked“Thenexttimeyougotoafastfoodrestaurant,wherewillyougo?”

Slide16-66ComparingSampletoPopulationProportion

Slide16-67ComparingSampletoPopulationProportion1.Turnallproportionsintodecimal.Subtractpopulationaveragefromsampleaverage.

.75-.57=.182.Multiplytwopopulationproportions

.57*.43=.253.DividenumberfromStep2bysamplesize

.25/50=.0054.TakesquarerootofnumberfromStep3

sqrtof.005=.0715.DividenumberfromStep1bynumberfromStep4

.18/.071=2.53

Slide16-68Z-ScoreSignificanceOnlineZ-scorecalculator

Slide16-69ExaminingaPatternofResponsesMostcommonapproachischi-squareExaminesfrequencydistributionanddeterminesifpatternissignificantlydifferentthanchance

Slide16-70ExaminingaPatternofResponse:ExampleImaginethatanadvertiserhasfourcommercialsandwishestodeterminewhichcommercialbestcommunicatesthetargetmessage.Allfourcommercialsareshowntoasampleofconsumersand,afterallareseen,eachrespondentselectsthecommercialheorshethinkswasthebestcommunicator.

Slide16-71ExaminingaPatternofResponse:Example

Slide16-72ExaminingaPatternofResponse:Example

Slide16-73Chi-SquareSignificanceOnlinechi-squarecalculator

Slide16-74ComparingMeans,TwoConditionsTwoadsplacedinGoogleAdwordsrotationAd1:StressescustomerserviceAd2:StresseslowpricesMeasure:purchaseamountafterclick-through

Slide16-75ComparingMeans,TwoConditions

Slide16-76ComparingMeans,TwoConditions

Slide16-77ComparingMeans,TwoSubgroups

Slide16-78ComparingMeans,TwoSubgroups

Slide16-79ComparingMeans,ThreeorMoreConditionsAdvertisertotestthreeadsExistingcustomerserviceadQuickdeliveryRevisedlowpriceSalesafterclick-throughiskeymeasure

Slide16-80ComparingMeans,ThreeorMoreConditions

Slide16-81ComparingMeans,ThreeorMoreConditions

Slide16-82ComparingMeans,ThreeorMoreConditions

Slide16-83ComparingMeans,ThreeorMoreGroups

Slide16-84ComparingMeans,ThreeorMoreGroups

Slide16-85ComparingMeans,ThreeorMoreGroups

Slide16-86FactorialDesigns

Slide16-87NeitherFactorSignificant,NoInteraction

Slide16-88NeitherFactorSignificant,NoInteraction

Slide16-89NeitherFactorSignificant,NoInteraction

Slide16-90OneFactorSignificant,NoInteraction

Slide16-91OneFactorSignificant,NoInteraction

Slide16-92OneFactorSignificant,NoInteraction

Slide16-93Allrightsreserved.Nopartofthispublicationmaybereproduced,storedinaretrievalsystem,ortransmittedinanyformorbyanymeans,electronic,mechanical,photocopying,recording,orotherwisewithoutthepriorwrittenpermissionofthepublisher.PrintedintheUnitedStatesofAmerica.

Slide16-94AdvertisingResearch

JoelJ.DavisChapter16:Quan