UANL October 21, 2022

Chapter 12
Using Descriptive
Analysis, Performing Team#8

Population Estimates, and

Testing Hypotheses
 1 Descriptive analysis
Types of
Statistical 2 Inferential analysis

Analyses Used
in Marketing 3 Differences analysis

Research
4 Associative analysis

5 Predictive analysis
 Descriptive
Analysis
Terms

Dataset Pattern of responses

Used by marketing researchers to describe the
sample dataset in sucha way as to portray the
“typical” respondent and to reveal the general
pattern of responses

 Inference
Analysis
Terms

Statistical procedures Target population

Used when marketing researchers use
statistical procedures to generalize the results
of the sample to the target population it
represents

Difference
Analysis
Terms

Generalizable advertising theme

Used to determine the degree to which real
and generalizable differences exist in the
population to help the manager make an
enlightened decision on which advertising
theme to use
 June 1, 2025

Association
Analysis
Terms

Association Related

Investigates if and how two variables are

related

 Predictive
Analysis
Terms

Models forecasts

Statistical procedures and models to help make

forecasts about future events

 The five types Five types of Statistical Analyses Used by Marketingg Researchers

Descriptive Analysis Inference Analysis Difference Analysis Association Analysis

1 2 3 4
Determines Determines if differences exist,
Summarizes
population evaluates statistical signifiance Determines
basic findings
parameters,test of idderence in the means of connections
for the sample
s hypotheses two groups in a sample

Describes the Evaluates the

typacal respondent, statistical Determines if two
descrivbes how Estimates significance of variables are
similar respondents population values difference in the related in a
are to the typical means of two systematic way
respondent groups in a sample

Mean, median, t test of

mode frequency Standard error, differences, Correlation,
distribution, null hypothesis analysis of cross tabulation
range, standart variacnce
deviation.
The five types Five types of Statistical Analyses Used by Marketingg Researchers

Preadictive Analysis

5
Finds complex
relationships for
variables in the
dataset

Determines how
several
independent
variables influence
a key dependent
variable

Multiple
regression
Understanding Measures of central tendency
Data via or measures that describe the
“typical” respondent or
Descriptive response.

Analysis Measures of variability or

measures that describe how
similar (dissimilar) respondents
or responses are to (from)
Two sets of measures are used extensively to describe
the information obtained in a sample. “typical” respondents or
responses

Measures of Central Tendency: Summarizing the

“Typical” Respondent

The basic data analysis goal

involved in all measures of
Central tendency applies to
central tendency is to
any statistical measure used
report a single piece of
that somehow reflects a
information that describes
typical or frequent response.
the most typical response
to a question.
Measures of
Central
Tendency: Mode: a descriptive
analysis measure
defined as that
Median: expresses
that value whose
occurrence lies in Mean (or average):

Summarizing value in a string of

numbers that
occurs most often
the middle of an
ordered set of
values
Formula

the “Typical”
Respondent

Measures of central tendency: