malhotra09.ppt 286KB Aug 31 2008 09:18:16 PM
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The collection of primary data involves all six steps of the marketing research process (Chapter 1).. Secondary data are data
These rules can be used on existing datasets to validate and check the data, whether or not the questionnaire used to collect the data was constructed in Data Entry. Data
between the two variables will be rejected only when the calculated value of the test statistic is greater than the critical value of the chi-square distribution with the
The strength of association is measured by the square of the multiple correlation coefficient, R 2 , which is also called the coefficient of.
orthogonal method of rotation that minimizes the number of variables with high loadings on a factor, thereby enhancing the interpretability of the factors. Orthogonal
data, spatial maps can also be obtained by using factor or discriminant analysis. By factor analyzing the data, one could derive
– Mnemonic qualities: Aspects of a consumer’s possessions that serve as a form of external memory which prompts the retrieval of episodic memories. • The Marketing Power
behaviors, he or she will take action to reduce the dissonance by changing an attitude or modifying a behavior. •
