广告调查（第二版）英文 课件 乔尔•戴维斯 ch13 Questionnaire Design-ch21 Reporting Research

Slide13-1AdvertisingResearch

JoelJ.DavisChapter13:QuestionnaireDesign

Slide13-2DetermineDataCollectionMethodQuestionnaireappearanceandstructurereflectsdatacollectionmethodAbsenceofface-to-facecontactrequireslesscomplexquestionnaireSelf-andinterviewer-administeredcanusepicturesormanipulativesTelephonewrittenconversationallyandnotpicturesormanipulatives

Slide13-3DetermineNeedforDisguiseUndisguisedquestionnairesmakepurposeofresearchexplicitThankyouforagreeingtoparticipateinthisstudyofconsumeropinions.Inthisstudywewillaskyouaboutyouropinionstowardanumberofoilandgasolinecompaniesandtheirproductsandservices.Remember,therearenorightorwronganswerstoanyquestions.Justtellmeyourhonestopinion.

Slide13-4DetermineNeedforDisguiseDisguisedquestionnairesprovidegeneraloverviewofresearchpurposebutnoexplicitinformationThankyouforagreeingtoparticipateinthisstudyofconsumeropinions.Inthisstudywewillaskyouaboutyouropinionstowardanumberofdifferentcompaniesandtheirproductsandservices.Remember,therearenorightorwronganswerstoanyquestions.Justtellmeyourhonestopinion.

Slide13-5CreateQuestionnaireComponentsIntroductionScreenerMainbodyofinformationalquestionsClassificationquestions

Slide13-6QuestionnaireIntroductionExplainsresearchpurposeandgoalsAsksforrespondent’scooperationandparticipationSpecificwordingdependentupon:NeedfordisguiseStudycomplexitySensitivenature(ifany)ofrequireddata

Slide13-7QuestionnaireIntroductionKeyelementsinclude:ExplicitorimplicitreferencetoimportanceRationaleandgoalsofresearchExplicitrequestforparticipationReassurancethattaskisnotburdensomeNeedfortruthfulanswersPromiseofconfidentialityReassurancethatitisreal,legitimateresearch

Slide13-8QuestionnaireScreenerActsasagateAdmitsallwhopossessdesiredcharacteristicsEliminatesallwholackatleastonedesiredcharacteristicImportantthatscreeneronlycontainquestionsnecessarytodistinguishtargetfromnontargetindividualsOthernonessentialquestionscanbeincorporatedintomainquestionnaire

Slide13-9ExampleScreener1.Intowhichofthefollowingcategoriesdoesyouragefall? under25

THANKANDDISCONTINUE 25to34

CONTINUEWITHQ.2 35to49

CONTINUEWITHQ.2 50andolder

THANKANDDISCONTINUE2.Areyoucurrentlyemployedfull-timeoutsidethehome? yes

CONTINUEWITHQ.3 no

THANKANDDISCONTINUE3.Haveyoudieted,thatis,regulatedthetypeandamountofyourfood

consumption,inordertomaintainadesiredweightorreduceyourweight

inthelasttwelvemonths? yes

CONTINUEWITHQ.4 no

THANKANDDISCONTINUE

Slide13-10ExampleScreener4.Areyoucurrentlyonadiet? yes

1CONTINUEWITHQ.5 no

2SKIPTOQ.65.Whichofthefollowingproductshaveyoupurchasedforyourownpersonalconsumptionwithinthepastweek?READLIST. reducedcaloriesaladdressing

reducedcaloriesoftdrink

reducedcaloriefrozendinner

... IFYES,INVITETOINTERVIEW IFNO,THANKANDDISCONTINUE6.Whichofthefollowingproductshaveyoupurchasedforyourownpersonalconsumptionwithinthepastmonth?READLIST. reducedcaloriesaladdressing

reducedcaloriesoftdrink

reducedcaloriefrozendinner

... IFNO,INVITETOINTERVIEW IFYES,THANKANDDISCONTINUE

Slide13-11QuestionnaireMainBodyBeginwithsimple,nonthreatening,interesting,easytoanswerquestions

Slide13-12QuestionnaireMainBodyBeginwithsimple,nonthreatening,interesting,easytoanswerquestionsGroupquestionsonsametopictogetherCompleteonetopicbeforemovingontoanother

Slide13-13QuestionnaireMainBodyBeginwithsimple,nonthreatening,interesting,easytoanswerquestionsGroupquestionsonsametopictogetherCompleteonetopicbeforemovingontoanotherWithinatopicmorefrommostgeneralquestionstomostspecific

Slide13-14QuestionnaireMainBodyPlacedifficultorsensitivequestionsatendofquestionnaire

Slide13-15QuestionnaireMainBodyPlacedifficultorsensitivequestionsatendofquestionnaireAvoidbiasingquestionsappearinglaterinquestionnairewithquestionsaskedearlier

Slide13-16QuestionnaireMainBodyPlacedifficultorsensitivequestionsatendofquestionnaireAvoidbiasingquestionsappearinglaterinquestionnairewithquestionsaskedearlierAddressmostimportanttopicsfirst

Slide13-17ClassificationQuestionsCollectrelevantinformationnotcollectedinscreenerofmainbodyofquestionnaireProvidesmeansforexaminingsubgroupswithinlargersample

Slide13-18PhysicallyPrepareQuestionnaireFourareasmustbeaddressedVisualappearanceTransitionsInterviewer/respondentinstructionsResponsecolumncoding

Slide13-19Self-AdministeredQuestionnairesQuestionsdistinguishedfromresponsesResponsecodingisunobtrusiveQuestionsdonotcontinueacrosscolumnsColumnshelptoMaintainfocusSavespaceSimplifyresponse

Slide13-20OnlineQuestionnairesThreeimportantconsiderationsFormandvisualappearanceRangeofquestiontypesavailableWayinwhichspecificquestiontypesarepresented

Slide13-21OnlineQuestionnaires:FormandAppearanceUseofpicturesisnotatrivialdecision

Slide13-22OnlineQuestionnaires:FormandAppearanceUseofpicturesisnotatrivialdecisionCarefullyconsidernumberofquestionsperwebpage

Slide13-23OnlineQuestionnaires:FormandAppearanceUseofpicturesisnotatrivialdecisionCarefullyconsidernumberofquestionsperwebpageUnderstandrelationshipbetweenspaceprovidedanddepthofresponseinopen-endedquestions

Slide13-24OnlineQuestionnaires:FormandAppearanceUseofpicturesisnotatrivialdecisionCarefullyconsidernumberofquestionsperwebpageUnderstandrelationshipbetweenspaceprovidedanddepthofresponseinopen-endedquestionsNotallformatsforclosed-endedquestionsareequivalent

Slide13-25OnlineQuestionnaires:

DisplayofSingleItemRatingScale

Slide13-26OnlineQuestionnaires:

DisplayofSingleItemRatingScale

Slide13-27OnlineQuestionnaires:

DisplayofMultipleItemRatingScales

Slide13-28OnlineQuestionnaires:

DisplayofMultipleItemRatingScales

Slide13-29OnlineQuestionnaires:

DisplayofMultipleItemRatingScales

Slide13-30OnlineQuestionnaires:

Ranking

Slide13-31OnlineQuestionnaires:

Ranking

Slide13-32InterviewerInstructions

Foryoupersonally,whatisthemostimportantconsiderationindecidingwhichcellphoneservicetouse?DONOTREADLIST.CHECKFIRSTMENTION.

Slide13-33InterviewerInstructions

Now,Iwouldliketofocusonadvertisingforchildren'stoystores.Thinkaboutanyadvertisingthatyoumighthaveseenoverthepastweekforachildren'stoystore.Doyourecallseeinganyadvertisingforthistypeofstore? Yes[ ](1)->GOTOQ.2 No[ ](2)->GOTOQ.4

Slide13-34ColumnCoding11.Areyouaged... 18-29 [](1)

30-49 [](2)

50-64 [](3)

65andolder [](4)

(32)

Slide13-35InternalEvaluationChecktomakecertainthatquestionnaireisclearandconciseQuestionsareclear,unambiguousandappropriateLayoutisclearandeasytofollow

Slide13-36QuestionnairePretestingProblemswithadministration

Slide13-37QuestionnairePretestingProblemswithadministrationProblemsrelatedtoquestioncomprehension

Slide13-38QuestionnairePretestingProblemswithadministrationProblemsrelatedtoquestioncomprehensionProblemsrelatedtoquestiondemands

Slide13-39QuestionnairePretestingProblemswithadministrationProblemsrelatedtoquestioncomprehensionProblemsrelatedtoquestiondemandsProblemsrelatedtoresponseoptions

Slide13-40QuestionnairePretestingProblemswithadministrationProblemsrelatedtoquestioncomprehensionProblemsrelatedtoquestiondemandsProblemsrelatedtoresponseoptionsProblemsrelatedtoorganizationandsequencing

Slide13-41PretestingUsingCognitiveInterviewsThinkaloudmethodRespondentsverbalizethoughtsastheyareansweringquestionInterviewerispassiveparticipant

Slide13-42PretestingUsingCognitiveInterviewsActiveprobingIntervieweractiveparticipantProbestounderstandbasisofresponse

Slide13-43CommonTypesofActiveProbesComprehension/interpretationParaphrasingConfidencejudgmentRecallprobeGeneralprobe

Slide13-44FieldSupportMaterialsCoverletterIdentifiesstudyItemizesmaterialsDiscussesdatacollectiontechniquesIdentifiesspecialneedsorrequirementsConfirmsstudycost,timingandproceduresMemodescribingquestionnaire

Slide13-45Allrightsreserved.Nopartofthispublicationmaybereproduced,storedinaretrievalsystem,ortransmittedinanyformorbyanymeans,electronic,mechanical,photocopying,recording,orotherwisewithoutthepriorwrittenpermissionofthepublisher.PrintedintheUnitedStatesofAmerica.

Slide14-46AdvertisingResearch

JoelJ.DavisChapter14:Experimentation

Slide14-47DescriptiveVs.ExperimentalResearchDescriptive-ataparticularpointintimeExperimental-movesbeyonddescriptiontodeterminecausalityCausalityistheeffectofchangesinoneareaononeormoreotherareas

Slide14-48DescriptiveVs.ExperimentalResearch:

AnExampleResearchtoexploreconsumerreactionstobanneradsWhataspectsofbanneradsaremostlikelytoinfluenceaclick-through?

Slide14-49ResultsofDescriptiveResearch

Slide14-50ResultsofExperimentalResearch

Slide14-51AdditionalExperimentalInsightsRelationshipbetweendiscountcodesandrelevanceDiscountcodesonlyimportantwhenlevelofrelevanceislow

Slide14-52AdditionalExperimentalInsightsRelationshipbetweendiscountcodesandrelevanceDiscountcodesonlyimportantwhenlevelofrelevanceislowRelationshipbetweenadsizeandrelevanceAdsizeisonlyimportantwhenadsdonotcontainadiscountcode

Slide14-53LimitationsofSurveyResearchSurveyresultsbecomelessreliableforexplainingbehaviorswhen:Questionsrequirerecall,especiallyoverlongperiodsIndividualsareaskedforintrospectioninareasofbehaviornotnormallythoughtaboutIndividualsareaskedtousememorytoattributecauseandeffectTheremaybecomplex,multipleorinterrelatedinfluencesonbehavior

Slide14-54StepsinExperimentationIdentifywhatyouneedtolearnTakerelevantactionsObserveeffectsandconsequencesDeterminecausality

Slide14-55StepsinExperimentationIdentifywhatyouneedtolearnEffectofwatercontentoncrusttextureTakerelevantactionsVaryamountofwaterinrecipeObserveeffectsandconsequencesEvaluatecrusttextureDeterminecausalityEliminatealternativeexplanations

Slide14-56ComponentsofanExperiment(Atleast)oneindependentvariable(Atleast)onedependentvariable(Atleast)onemanipulation

Slide14-57IndependentandDependentVariablesIndependentvariableiswhatexperimentmanipulatesWaterinPeter’spizzacrustexperiment

Slide14-58IndependentandDependentVariablesIndependentvariableiswhatexperimentmanipulatesWaterinPeter’spizzacrustexperimentDependentvariableiswhatresearcherisinterestedinexplainingRatingsofpizzacrustfirmness,crispnessandcolor

Slide14-59IndependentandDependentVariables(Independentvariablecausesachangein(dependentvariable)anditisn’tpossiblethat(dependentvariable)couldcauseachangein(independentvariable)

Slide14-60IndependentandDependentVariables(Independentvariablecausesachangein(dependentvariable)anditisn’tpossiblethat(dependentvariable)couldcauseachangein(independentvariable)(Theamountofwater)causesachangein

(pizzacrustcharacteristics)butitisn’tpossiblethat

(pizzacrustcharacteristics)couldcauseachangein

(theamountofwater)

Slide14-61RequirementsforCausalityEventsmusttakeplaceinproperorder

Slide14-62RequirementsforCausalityEventsmusttakeplaceinproperorderEventsmustshowanexplicitrelationship

Slide14-63RequirementsforCausalityEventsmusttakeplaceinproperorderEventsmustshowanexplicitrelationshipAlternativeexplanationsmustbereducedoreliminated

Slide14-64RequirementsforCausalityEventsmusttakeplaceinproperorderEventsmustshowanexplicitrelationshipAlternativeexplanationsmustbereducedoreliminatedRelationshipmustshowstrengthofassociation

Slide14-65InternalValidityReferstoextentthatonecaneliminatealternativeexplanationsfortheobservedexperimentalresultsTherelationshipbetweentheindependentanddependentvariables

Slide14-66ThreatstoInternalValidityProblemsassociatedwithaninitial,pretestsurveyProblemsduetodatacollectionProblemsassociatedwiththesampleProblemscausedbythestudycontextProblemsattributabletoresearcherbehavior

Slide14-67PremeasurementandInteractionErrorsCloselyrelatedEithermayoccurwhenindividualsareinterviewedatstartofexperiment,beforeexposuretoindependentvariable

Slide14-68PremeasurementandInteractionErrorsPremeasurementerrorcanoccurwheneveraninterviewgivenbeforestartofexperimenthasdirecteffectonrespondent’sattitudes,actionsorbehaviorsduringexperiment

Slide14-69PremeasurementandInteractionErrorsPremeasurementerrorcanoccurwheneveraninterviewgivenbeforestartofexperimenthasdirecteffectonrespondent’sattitudes,actionsorbehaviorsduringexperimentInteractionerrorscanoccurwheneveraninterviewgivenbeforestartofexperimentaffectsrespondent’ssensitivityorresponsivenesstoindependentvariable

Slide14-70TestingErrorResultsfromrepeatedadministrationofsamequestionnairebeforeandafterexperimentalmanipulationObservedchangesmaynotbeduetomanipulation,butrathertogettingbetteratansweringquestions

Slide14-71InstrumentationErrorReferstochangesmaketomeasurementinstrumentduringexperimentObservedchangesmaynotbeduetomanipulation,butrathertochangesinmeasurementinstrument

Slide14-72MaturationErrorReferstochangesinrespondentsduringcourseofexperimentObservedchangesmaynotbeduetomanipulation,butrathertochangesinrespondents’mentalorphysicalstate

Slide14-73SelectionandMortalityErrorsSelectionerroroccurswhentestandcontrolgroupsdifferinsignificantwayspriortostartofexperiment

Slide14-74SelectionandMortalityErrorsSelectionerroroccurswhentestandcontrolgroupsdifferinsignificantwayspriortostartofexperimentMortalityerroroccurswhenrespondentsdropoutofexperimentbetweenpre-andpost-test

Slide14-75HistoryErrorReferstoanyeventsorinfluencesbeyondthoseintentionallymanipulatedbyresearcherwhichhavepotentialtoaffectexperimentaloutcome

Slide14-76ResearcherBiasErrorOccurswhenactionsofexperimenterbiasoutcomeofexperimentCanbeintentionalorunintentional

Slide14-77OneGroupPost-TestOnly

Slide14-78OneGroupPre-TesttoPost-Test

Slide14-79TwoGroupPost-TestWithControl

Slide14-80TrueExperimentalDesignsDifferfromquasi-experimentaldesignsintwoimportantwaysHaveacontrolgroupUserandomassignmenttoformtestandcontrolgroups

Slide14-81TrueExperimentalDesignsSimulatedpre-testtopost-testPost-testonlywithcontrolPre-testtopost-testwithcontrolSolomonfour-groupdesignFactorialdesigns

Slide14-82SimulatedPre-TestPost-TestDesign

Slide14-83Post-TestOnlyWithControlDesign

Slide14-84Pre-TesttoPost-TestWithControlDesign

Slide14-85SolomonFour-GroupDesign

Slide14-86MoreThanOneLevelorAspectAvariablehasdifferentlevelswhenthequantityofthatvariable(moreorlessofwhatisbeingstudied)ismanipulatedAvariablehasdifferentaspectswhenthecharacteristicsofthatvariabledaremanipulated

Slide14-87MoreThanOneLevelofaVariable

Slide14-88MoreThanOneLevelofaVariable

Slide14-89FactorialDesignsAllowsformanipulationoftwoormoreindependentvariablesatthesametimeEachvariablehastwoormorelevelsoraspects

Slide14-90FactorialDesigns

Slide14-91BroaderViewofInternalvalidityInternalvalidityincreaseswithstrongerpredictions

Slide14-92BroaderViewofInternalvalidityInternalvalidityincreaseswithstrongerpredictionsInternalvalidityisgreaterwhenachangeinthecauseisfollowedbylargechangesineffect

Slide14-93BroaderViewofInternalValidityInternalvalidityincreaseswithstrongerpredictionsInternalvalidityisgreaterwhenachangeinthecauseisfollowedbylargechangesineffectInternalvalidityisgreaterwheneffectreversesaprevailingtendency

Slide14-94ExternalValidityTheextenttowhichresultscanlegitimatelybegeneralizedbeyondthenarrowconfinesoftheexperimentitselfThreeaspectsPopulationrelatedMeasurementrelatedSettingrelated

Slide14-95Allrightsreserved.Nopartofthispublicationmaybereproduced,storedinaretrievalsystem,ortransmittedinanyformorbyanymeans,electronic,mechanical,photocopying,recording,orotherwisewithoutthepriorwrittenpermissionofthepublisher.PrintedintheUnitedStatesofAmerica.

Slide15-96AdvertisingResearch

JoelJ.DavisChapter15:QuantitativeDataAnalysisStatistics

Slide15-97KeyMeasuresPercentageAverageormeanMedianModeStandardDeviation

Slide15-98PercentageSimilartoscoreonanexamTocalculate:dividethenumberofcorrectanswersbytotalnumberofquestions,andthenmultiplyby100 16correctanswers/20questions=.8 .8*100=80%

Slide15-99PercentagesforSurveyQuestions

Slide15-100PercentagesforSurveyQuestions

Slide15-101Averages Thinkingbacktothecommercialyoujustsaw,howrelevant ornotrelevantwouldyousaythecommercial’smessagewas? Wouldyousaythatitwas… Extremelyrelevant _____(1) Somewhatrelevant _____(2) Somewhatirrelevant _____(3) Extremelyirrelevant _____(4)

Slide15-102Averages

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

Slide15-103MedianNumberthatappearsinthemiddleoforderedsetofdataScoresmustbeorderedfromlowesttohighest

Slide15-104MedianNumberthatappearsinthemiddleoforderedsetofdataScoresmustbeorderedfromlowesttohighestFivepeopleprovideage: 21,23,25,26,99

Average=38.8 Median=25

Slide15-105FindingtheMedianForanoddnumberofscores:MedianisscoreexactlyinthemiddleForanevennumberofscores:Medianistheaverageofthetwomiddlescores

Slide15-106ModeThevalueinasetofscoresthatappearsmostoftenUsefulwhenneedtoknowmostfrequentresponse

Slide15-107ModeThevalueinasetofscoresthatappearsmostoftenUsefulwhenneedtoknowmostfrequentresponse

Slide15-108SymmetricalDistribution

Slide15-109LeftSkewedDistribution

Slide15-110RightSkewedDistribution

Slide15-111ReactionstoThreeCommercials

Slide15-112ReactionstoThreeCommercials

Slide15-113ExaminingResponsestoIndividualQuestions

Slide15-114ExaminingResponsestoIndividualQuestions

Slide15-115ExaminingResponsestoIndividualQuestions

Slide15-116ExaminingRespondents’Patternofresponse

Slide15-117ClassificationQuestions

Slide15-118ClassificationQuestions

Slide15-119ClassificationQuestions

Slide15-120ChecklistQuestions

Slide15-121ChecklistQuestions

Slide15-122ChecklistQuestions

Slide15-123ChecklistQuestions:PatternsofResponseRespondentchecksonlypositiveoptionsRespondentchecksonlynegativeoptionsRespondentchecksbothpositiveandnegativeoptions

Slide15-124ChecklistQuestions:PatternofResponse

Slide15-125ChecklistQuestions:PatternofResponse

Slide15-126RankingandOtherOrdinalQuestions

Slide15-127RankingandOtherOrdinalQuestions

Slide15-128RankingandOtherOrdinalQuestions

Slide15-129RatingandOtherIntervalQuestions

Slide15-130RatingandOtherIntervalQuestions

Slide15-131RatingandOtherIntervalQuestions

Slide15-132RatingandOtherIntervalQuestions

Slide15-133ConstantSumandOtherRatioQuestions

Slide15-134ConstantSumandOtherRatioQuestions

Slide15-135SubgroupAnalysis

Slide15-136SubgroupAnalysis

Slide15-137GuidelinesforSubgroupAnalysisThinkaboutthedatafromtheend-user’sperspectiveLookfortheunexpectedBeopen-mindedBesensitivetosamplesize

Slide15-138DataAnalysisinActionTwentyrespondentsCollectdemographicinformationAgeGenderCollecttypesofreactionstoadvertisingPurchaseintentMessagebelievabilityanduniquenessChecklistofreactions(interesting,confusing)

Slide15-139DataAnalysisinAction

Slide15-140DataAnalysisisAction:AppropriateAnalysesPurchaseIntent,believability,uniquenessMeanMedianModePercentageChecklistPercentage

Slide15-141DataAnalysisinAction:SummaryStatistics

Slide15-142DataAnalysisinAction:AgeSubgroups

Slide15-143DataAnalysisinAction:GenderSubgroups

Slide15-144DataAnalysisinAction:ReactionSubgroups

Slide15-145Allrightsreserved.Nopartofthispublicationmaybereproduced,storedinaretrievalsystem,ortransmittedinanyformorbyanymeans,electronic,mechanical,photocopying,recording,orotherwisewithoutthepriorwrittenpermissionofthepublisher.PrintedintheUnitedStatesofAmerica.

Slide16-146AdvertisingResearch

JoelJ.DavisChapter16:QuantitativeDataAnalysis:InferentialStatistics(Part1)

Slide16-147WhyuseInferentialStatistics?HowmuchconfidencecanIhavethatobserveddifferencesarereal?HowmuchconfidencecanIhavethatobservedrelationshipsarereal?

Slide16-148StatisticalSignificance:AlphaAlpha(

)representsprobabilitythatdifferenceisduetochanceBetween0and1LowernumbersreflectgreaterconfidenceForeaseofinterpretationreportedasapercentage

Slide16-149StatisticalSignificance:AlphaAlpha(

)representsprobabilitythatdifferenceisduetochanceBetween0and1LowernumbersreflectgreaterconfidenceForeaseofinterpretationreportedasapercentage

Levelofchanceis10%Levelofconfidenceis90%

Slide16-150AnExample:VideoGameAdvertisingYouwanttofindoutifexplicitlyincorporatingtheFordMustangintothegamehasanyeffectonplayers’attitudesandpreferencestowardthecar.YouarrangetohavetheMustangappearin(arandomlyselected)halfoftheplayers’gamewhiletheotherhalfofplayersarenotexposed.Afteranhourofplaying,apop-upwindowappearsandaskstheplayersiftheywouldanswerafewshortquestionsaboutthegame.ThequestionsrelatedtoMustangareshownbelowwherethe“awareness”measureisthepercentageofthesamplementioningMustangwhenasked“Whatcarnamesandtypescometomind?”andtheremainingthreemeasuresareeachgroup’saverageratingona“1”to“5”pointscalewherehighernumbersaremorepositive.

Slide16-151AnExample:VideoGameAdvertising

Slide16-152AnExample:VideoGameAdvertising

Slide16-153OneMeasure,OneLargeSampleMcDonald’stestsallcommercialsbeforeproductionComparesperformanceofproposedcommercialtopoolofpriorcommercialsCommercialisproducedonlyifitsignificantlyexceedsaverageofpriorcommercialsPurchaseintentkeymeasure

Slide16-154OneMeasure,OneLargeSample

Slide16-155OneMeasure,OneLargeSample1.Subtractpopulationaveragefromsampleaverage

3.9-3.1=.82.Dividepopulationstandarddeviationbysquarerootofsamplesize

1.6/10=.163.DividenumberfromStep1bynumberfromStep2

.8/.16=5.0

Slide16-156Z-ScoreSignificanceOnlineZ-scorecalculator

Slide16-157OneMeasure,OneSmallSample

Slide16-158OneMeasure,OneSmallSample1.Subtractpopulationaveragefromsampleaverage

3.2-3.6=-.42.Dividepopulationstandarddeviationbysquarerootofsamplesize

1.5/5=.33.DividenumberfromStep1bynumberfromStep2

-.4/.3=-1.33

Slide16-159T-ValueSignificance

Onlinet-testcalculator

Slide16-160ComparingSampletoPopulationProportionMcDonald’stestsallcommercialsbeforeproductionComparesperformanceofproposedcommercialtopoolofpriorcommercialsCommercialisproducedonlyifitsignificantlyexceedsaverageofpriorcommercialsKeymeasure:Proportionofrespondentssaying“McDonald’s”whenasked“Thenexttimeyougotoafastfoodrestaurant,wherewillyougo?”

Slide16-161ComparingSampletoPopulationProportion

Slide16-162ComparingSampletoPopulationProportion1.Turnallproportionsintodecimal.Subtractpopulationaveragefromsampleaverage.

.75-.57=.182.Multiplytwopopulationproportions

.57*.43=.253.DividenumberfromStep2bysamplesize

.25/50=.0054.TakesquarerootofnumberfromStep3

sqrtof.005=.0715.DividenumberfromStep1bynumberfromStep4

.18/.071=2.53

Slide16-163Z-ScoreSignificanceOnlineZ-scorecalculator

Slide16-164ExaminingaPatternofResponsesMostcommonapproachischi-squareExaminesfrequencydistributionanddeterminesifpatternissignificantlydifferentthanchance

Slide16-165ExaminingaPatternofResponse:Example