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1、OverviewofResearchMethodologiesQUANTITATIVERESEARCHMETHODSTableofContentsPartI-IntroductionToBasicQuantitativeMethodsPartII-CaseStudy-BrandTrackingStudyDemonstrationUsingSPSS14.0SampleSizeCalculationOverviewofDataComposition,Scale,Typesofvariablesetc.,E
2、xploratoryDataAnalysisBasicStatisticalTestsToDetectDifferencesBetweengroupsofdoctorsBetweenbrandsStatisticalTestsToDetectRelationshipsStatisticalHypothesisTestingPartIII-IntroductionToAdvancedQuantitativeMethodsFactorAnalysisPerceptualMappingSegmentatio
3、nAnalysisPARTI INTRODUCTIONTOBASICQUANTITATIVEMETHODSDefinitionofQuantitativeResearchQuantitativeresearchisnumericallyorientedandofteninvolvesstatisticalanalysis.Themainrulewithquantitativeresearchisthateveryrespondentisaskedthesameseriesofquestions.Th
4、isapproachisverystructuredandnormallyinvolveslargenumbersofinterviews.TypesofDataNumericaldatagenerallycomeintwokinds:MEASUREMENTDATA(sometimescalledquantitativedata)Onanaveragehowmanypatientswithdiabetesdidyoutreatinamonth?__________patientsCATEGORICAL
5、DATA(alsoknownasfrequencydataorcountdata)Whatisyourspecialty?Pleasetickone1.Cardiologists,2.Endocrinologists3.Nephrologists4.InternalMedicine5.GeneralPractitionerScalesofMeasurementMeasurementisfrequentlydefinedastheassignmentofnumberstoobjects:INTERVAL
6、SCALEinwhichwecanspeakofdifferencesbetweenscalepointsHowmanyyearsyouhavebeeninpractice?__________yearsORDINALSCALEwhichorderspeople,objectsoreventsalongsomecontinuumHowsatisfiedyourarewithbrandA?1.Notatallsatisfied2.Notsatisfied3.Neutral4.Satisfied5.Ver
7、ysatisfiedNOMINALSCALEisnotreallyascaleastheydonotscaleitemsalonganydimensionWhatisyourgender?Pleasetickone1.Male2.FemaleInwhichstatedoyounormallypractice?Pleasetickone1.ACT2.NSW3.NT4.QLD5.SA6.TAS7.VIC8.WACompositionofDataAdatatypicallyconsistsof:VARIAB
8、LESarepropertiesorcharacteristicsofastudyortherapytypeetc.,e.g.attitudinalstatements,productcharacteristics,functionalandemotionalattributes,patientflowetc.,CASEStypicallycorrespondtorespondentse.g.Doctors,Patients,Pharmacistsetc
