市场调查方法(英文版)第十四章.ppt

多变量描述统计分析交叉表分析法一、交叉表分析法的概念交叉表(交叉列联表) 分析法是一种以表格的形式同时描述两个或多个变量的联合分布及其结果的统计分析方法，此表格反映了这些只有有限分类或取值的离散变量的联合分布。

当交叉表只涉及两个定类变量时，交叉表又叫做相依表。

交叉列联表分析易于理解，便于解释，操作简单却可以解释比较复杂的现象，因而在市场调查中应用非常广泛。

频数分布一次描述一个变量，交叉表可同时描述两个或更多变量。

交叉表法的起点是单变量数据，然后依研究目的将这些数据分成两个或多个细目。

下面是一个描述交叉表法应用的例子。

某保险公司对影响保户开车事故率的因素进行调研，并对各种因素进行了交叉表分析。

表1 驾驶员的事故率类别比率，%无事故61至少有一次事故39样本总数，人17800从初始表1中可以看出，有61%的保险户在开车过程中从未出现过事故。

然后，在性别基础上分解这个信息，判断是否在男女驾车者之间有差别。

这样就出现了二维交叉表2。

表2 男女驾驶员的事故率类别男，%女，%无事故5666至少有一次事故4434样本总数，人93208480这个表的结果令男士懊恼，因为他们的事故率较女士驾车时涉及的事故率要高。

但人们会提出这样的疑问而否定上述判断的正确性，即男士的事故多，是因为他们驾驶的路程较长。

这样就引出第三个因素"驾驶距离"，于是出现了三维交叉表3。

表3 不同驾驶距离下的事故率类别男，%女，%驾驶距离>1万公里<1万公里>1万公里<1万公里无事故51735073至少有一次事49275027故样本总数，人7170215024306050结果表明，男士驾驶者的高事故率是由于他们的驾驶距离较女士长，但并没有证明男士和女士哪个驾驶得更好或更谨慎，仅证明了驾车事故率只与驾驶距离成正比，而与驾驶者的性别无关。

二、两变量交叉列联表分析例如，研究城镇居民在某地的居住时间与其对当地百货商场的熟悉程度之间的关系，对“居住时间”和“熟悉程度”这两个变量进行交叉列联分析。

9–7
Experimental Design (cont’d)
• Sampling Errors (cont’d)
➢ Experimental Confound
❖ When there is an alternative explanation beyond the experimental variables for any observed differences in the dependent variable.
© 2007 Thomson/South-Western. All rights reserved.
9–6
Experimental Design (cont’d)
• Selection and Assignment of Test Units
➢ Test units: the subjects or entities whose responses to treatment are measured or observed.
❖ Careful experimental design can reduce the likelihood of confounds.
❖ Experimental group: a group of subjects to whom an experimental treatment is administered.
❖ Control group: a group of subjects to whom no experimental treatment is administered.
❖ Selecting dependent variables that are relevant and truly represent an outcome of interest is crucial.

3–4
Exploratory Research
• Exploratory Research
Conducted to clarify ambiguous situations or discover
ideas that may be potential business opportunities. Initial research conducted to clarify and define the nature of a problem
• Pretest
A small-scale study in which the results are only preliminary and
intended only to assist in design of a subsequent study.
• Focus Group
A small group discussion about some research topic led by a
Note: Diamond-shaped boxes indicate stages in the research process in which a choice of one or more techniques must be made. The dotted line indicates an alternative path that skips exploratory research.

Temporal sequence—the appropriate causal order of events Concomitant variation—two phenomena vary together

• Elaboration and Refinement
➢ Elaboration analysis: an analysis of the basic crosstabulation for each level of a variable not previously considered, such as subgroups of the sample.
Hale Waihona Puke © 2007 Thomson/South-Western. All rights reserved.
14–6
EXHIBIT 14.2 Cross-Tabulation Tables from a Survey on Ethics in America
From Roger Ricklefs, “Ethics in America,” The Wall Street Journal, October 31, 1983, p. 33, 42; November 1, 1983, p. 33; November 2, 1983, p. 33; and November 3, 1983, pp. 33, 37.
the reader to view several cross-tabulations at once
• Charts and Graphs
➢ Translate information into visual forms so that relationships may be easily grasped
Part 5 Analysis and Reporting
Chapter 14
Basic Data Analysis
3rd Edition
William G. Zikmund Barry J. Babin