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Samenvatting - OE106 Research Skills for Marketeers (OE106)

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Course
(OE106)

Institution
Hogeschool InHolland (InHolland)

Cijfer: 8.0! Samenvatting OE106 Research Skills for Marketeers. Programma SPSS uitgelegd met stappen per hoofdstuk. Grade: 8.0! Summary OE106 Research Skills for Marketers. Explanation of the SPSS program with step-by-step guidance for each chapter.

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Uploaded on November 30, 2023
Number of pages 10
Written in 2022/2023
Type Summary

spss
statistical tests
one sample t test
paired samples t test
one way anova
mann whitney u
kruskal wallis h
wilcoxon
logistic regression
clust
independent samples t test
mutivariate linear regression

Institution
Hogeschool InHolland (InHolland)
Education
Business Studies AR Marketing
Course
(OE106)

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OE106 Research Skills for Marketeers
Reader 1: Statistical Tests
More than 5% is above one
Under 5% under one

Continuous variable: length, weight, temperature (scale)

Discrete variable
- Qualitative = characteristics
 Gender
- Quantitative = numbers
 Age

Binary variable
Two possible results or values
 North or South
 Yes or No

Nominal variable
Qualitative variables whose categories cannot be arranged in a fixed or logical order
 Town district > Centre, north, east, south, west

Ordinal variable
Qualitative variables whose categories have an intrinsic or logical order
 Agree, no opinion, disagree

, One sample T-test
When to use
The one-sample t-test can be used to test whether the mean of a variable (e.g. gross annual income)
within a population is the same as a certain predetermined value
- Example: to test the hypothesis that the average gross annual income of residents in a
certain municipality is lower than the average annual income across the Netherlands

Where to find
Analyze -> Compare Means -> One sample t-test

Example
A 2011 study revealed that the average age of Graceland customers was 46.5. Has the average age
changed since then?

1. H0: the average age of Graceland customers is 46.5
2. Analyze -> Compare Means -> One sample t-test
3. Test variable: age in years, test value: 46,5
4. P-value: 0.044 < 0,05
5. Conclusion: the average age of Graceland customers in 2016 is significantly lower than in
2011

Paired-samples T-test
When to use
The paired-samples t test can be used to test whether the means of two variables are the same
- Example: to test whether average incomes in 2015 and 2016 were different

Where to find
Analyze -> Compare Means -> Paired-samples T-test

Example
Is the average appreciation of the service equal to the average appreciation of the location?

1. H0: the average appreciation of the service is equal to the average appreciation of the
location.
2. Analyze -> Compare Means -> Paired-samples T-test
3. Variable 1: Appreciation of the service, Variable 2: Appreciation of the location
4. P-value: 0,000 < 0,05
5. Conclusion: the average appreciation of the service is higher than the average appreciation
of the location

Independent samples T-test
When to use
The independent-samples t test can be used to test whether the means of two independent groups
are the same
- Example: whether average age is the same for both men and women

Where to find
Analyze -> Compare Means -> Independent-Samples T Test

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