1. Chapter SixteenChapter Sixteen

2. Figure 16.1 Relationship of Frequency Distribution, Hypothesis Testing and Cross-Tabulation to the Previous Chapters and the Marketing Research Process Focus of This Chapter Relationship to Previous Chapters Relationship to Marketing Research Process Frequency General Procedure for Hypothesis Testing Cross Tabulation Research Questions and Hypothesis (Chapter 2) Data Analysis Strategy (Chapter 15) Problem Definition Approach to Problem Field Work Data Preparation and Analysis Report Preparation and Presentation Research Design Figure 16.1 Relationship to the Previous Chapters & The Marketing Research Process

3. Technology Application to Contemporary Issues EthicsInternational Be a DM! Be an MR! Experiential Learning Opening Vignette What Would You Do? Fig 16.10 Figure 16.2 Frequency Distribution, Hypothesis Testing, and Cross Tabulation: An Overview Frequency Distribution Statistics Associated With Frequency Distribution Introduction to Hypothesis Testing Cross Tabulation Statistics Associated With Cross Tabulation Cross Tabulation in Practice Tables 16.1-16.2 Fig 16.3-16.4 Tables 16.3-16.5 Fig 16.5 Fig 16.6-16.9 Fig 16.10 Fig 16.11

4. Frequency Distribution In a frequency distribution, one variable is considered at a time. A frequency distribution for a variable produces a table of frequency counts, percentages, and cumulative percentages for all the values associated with that variable.

5. Calculate the Frequency for Each Value of the Variable Calculate the Percentage and Cumulative Percentage for Each Value, Adjusting for Any Missing Values Plot the Frequency Histogram Calculate the Descriptive Statistics, Measures of Location and Variability Figure 16.3 Conducting Frequency Analysis

6. Statistics Associated with Frequency Distribution Measures of Location The mean, or average value, is the most commonly used measure of central tendency. Where, X i = Observed values of the variable X n = Number of observations (sample size) The mode is the value that occurs most frequently. It represents the highest peak of the distribution.

7. The median of a sample is the middle value when the data are arranged in ascending or descending order. If the number of data points is even, the median is usually estimated as the midpoint between the two middle values – by adding the two middle values and dividing their sum by 2. The median is the 50th percentile. Statistics Associated with Frequency Distribution Measures of Location

8. The range measures the spread of the data. It is simply the difference between the largest and smallest values in the sample. Range = X largest – X smallest. Statistics Associated with Frequency Distribution Measures of Variability

9. The variance is the mean squared deviation from the mean. The variance can never be negative. The standard deviation is the square root of the variance. s x = = (X i -X) 2 n-1  i 1 n Statistics Associated with Frequency Distribution Measures of Variability