Research Data Analysis and Its Interpretation: Application in Marketing Research

by Jonathan Sarwono, Dewi Indriani Jusuf

Research Data Analysis and Its Interpretation Sub Application in Marketing Research This book explains about how to conduct data analysis in relation to a marketing research. There are some important procedures used in marketing research, such as canonical correlation, regression analysis, simulation and direct marketing. Direct marketing is useful for the marketing research since this procedure contains some techniques how to make use consumers’ data base and how to make those data becomes meaningful. Besides, a comprehensive research sample will be described in details in one of the parts of this book. This book will • Basic concepts underlying IBM discussing terms used in calculation, such as variables, confidence interval, significance level, degree of freedom, critical values, cases, measurement scales and hypothesis testing • How to compare mean using an independent t how to use mean in comparing two different conditions • Finding valid predictors using principal component drawing the most valid and reliable predictor in order to get an accurate predictor. • More than one independent and dependent variable relationship in canonical a new technique to make calculation using canonical correlation that is not found in previous versions • How to make a good model this is a technique to make a good model to assist a researcher in designing a standard model. • How to analyze the data having different measurement this is a solution to calculate data having different measurement scales • How to present the research result in graphs • A marketing research Using a linear regression procedure that meet the classical assumptions, such as normality, heteroscedasticity, multi-collinearity, auto-correlation; and how to solve the un-met criteria of the compulsory assumptions. • Direct How make use consumers’ data base for marketing research.

249 pages, Kindle Edition

Published July 11, 2018