Malhotra_Internet_Exercise_Ch10

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Internet Exercise
to support
Essentials of Marketing Research, 2e
By Malhotra et al
Chapter 10 Basic data analysis
Website: www.bdconcepts.com.au
Website Summary:
This is the website of the business research firm, Business Development Concepts. On
the website is an overview of the statistical methods employed by the company in
their marketing research and business development activities. These are summarised
in a flow chart which can be accessed by clicking on the section ‘Analytical Tools’.
Questions:
1. Which of the tools on the flow chart have been covered so far in this text?
2. How well do you think that these concepts have been explained in terms of their
potential commercial use? What changes, if any, would you make?
Companion Website: Malhotra, Essentials of Marketing Research © 2007 Pearson Education Australia
1
Suggested Answers:
1. The tools and concepts in the flow chart that have already been studied are: scales,
descriptive statistics including measures of central tendency, frequency
distributions, skew and standard deviation and the inferential statistics of t-tests
and chi-squares.
2. Overall the explanations are clear and simple. This is particularly true of the key
descriptive statistics. The more complex and inferential statistics, however, are
only very briefly outlined and it would benefit from both a more detailed
explanation and also the use of some clearer examples. It might be useful to have
a single topic example which runs through the whole of the statistical explanations
so that potential clients can develop a better appreciation of how the different
types of data and statistics fit together.
Companion Website: Malhotra, Essentials of Marketing Research © 2007 Pearson Education Australia
2
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