УПРАЖНЕНИЯ С ИСПОЛЬЗОВАНИЕМ INTERNET И КОМПЬЮТЕРА. 1. Объясните, как использовать программы SPSS, SAS, BMDP, Minitab, Excel в ходе проверки достоверности (состоятельности) данных

1. Объясните, как использовать программы SPSS, SAS, BMDP, Minitab, Excel в ходе проверки достоверности (состоятельности) данных, указанных в анкете, приведенной в задаче 2.

2. Воспользуйтесь каким-либо пакетом для графической разработки электронных анкет и работы с ними, например С13, и составьте программу для создания анкеты для определения покупательских предпочтений при приобретении фотоаппаратов, приведенного в задаче 2. Добавьте в него несколько своих вопросов. Раздайте анкеты пяти студентам, соберите заполненные анкеты и подготовьте данные для анализа. Повышается ли эффективность процесса подготовки данных к анализу благодаря использованию компьютерной техники?

КОММЕНТАРИИ

1. Kevin Т. Higgms, "Never Ending Journey", Marketing Management, Spring 1997, p. 4—7, Joann Hamsthal, "Interviewer Tips", Applied Marketing Research, Fall 1988, p. 42—45.

2. Kofi Q. Dadzie, "Demarketmg Strategy in Shortage Marketing Environment", Journal of the Academy of Marketing Science, Spring 1989, p. 157—165. См. также монографию Fred Davidson, Principle's of Statistical Data Handling (Thousand Oaks, CA: Sage Publications, 1996).

Colin McDonald, "Linguistic Coding — A New Solution to an Old Problem", Journal of the Market Research Society, October 1996, p. 505-524, Philip S. Sidel, "Coding", in Robert Ferber (ed.), Handbook of Marketing Research (New York: McGraw-Hill, 1974), p. 2.178-2.199.

4. Arlene Fink, How to Analyze Survey Data (Thousand Oaks, CA: Sage Publications, 1995); Pamela L. Alreck, Robert B. Settle, The Survey Research Handbook, 2nd ed. (Homewood, IL: Irwin Profes­sional Publishing, 1994).

5. Serge Luyens, "Coding Verbatims by Computer", Marketing Research A Magazine of Management & Applications, Spring 1995, p. 20—25.

6. Norman Frendberg, "Scanning Questionnaires Efficiently", Marketing Research A Magazine of Management & Applications, Spring 1993, p. 38—42.

7. Eric L. Einspruch, An Introductory Guide to SPSS for Windows (Thousand Oaks, CA: Sage Publica­tions, 1998); Paul E. Spector, SAS Programmingfor Researchers and Social Scientists (Thousand Oaks, CA: Sage Publications, 1993); Mohamed Atzal Norat, "Software Reviews", Economic Journal: The Journal of the Royal Economic Society , May 1997, p. 857—882.

8. Vicki. A. Freedman, Douglas A. Wolf, "A Case Study on the Use of Multiple Imputation", Demography, August 1995; p. 459—470; Naresh K. Malhotra, "Analyzing Marketing Research Data with Incomplete Information on the Dependent Variable", Journal of Marketing Research, February 1987, p. 74-84.

9. Необходимо ввести такое значение, которое имеет смысл.

10. All Kara, Chistine Nielsen, Sundeep Sahay, Nagaraj Sivasubramaniam, "Latent Information in the Pattern of Missing Observations in Global Mail Surveys", Journal of Global Marketing, April 1994, p. 103—126; Naresh K. Malhotra, "Analyzing Marketing Research Data with Incomplete Informa­tion on the Dependent Variable", Journal of Marketing Research, February 1987, p. 74—84.

11. Некоторые процедуры взвешивания требуют определенной доработки. См. статьи Llan Ya-niv, "Weighting and Trimming Heuristics for Aggregating Judgments under Uncertainty", Organizational Behavior & Human Decision Processes, March 1997, p. 237—239; Humphrey Taylor, "The Very Different Methods Used to Conduct Telephone Surveys of the Public", Journal of the Market Research Society, July 1997, p. 421-432.

12. Rajiv M. Rao, "Nielsen's Internet Survey: Does It Carry Any Weight" Fortune, March 18, 1996, p. 24.

13. Arch G. Woodside, Robert L. Nielsen, Fred Walters, Gale D. Muller, "Preference Segmentation of Health Care Services. The Old-Fashioneds, Value Conscious, Affluents, and Professional Want It-Alls", Journal of Health Care Marketing, June 1988, p. 14—24. См. также статью Rama Jayanti, "Affective Responses toward Service Providers Implications for Service Encounters", Health Marketing Quarterly, January 1996, p. 49-65.

14. В Swift, "Preparing Numerical Data", in Roger Sapsford, Victor Jupp (eds.), Data Collection and Analysis (Thousand Oaks, CA: Sage Publications, 1996), Ronald E. Frank, "Use of Transforma­tions", Journal of Marketing Research, August 1966, p. 247—253.

15. Jacques Tacq, Multivanate Analysis Techniques in Social Science Research Analysis (Thousand Oaks, CA: Sage Publications, 1996).

16. Fred Davidson, Principles of Statistical Data Handling (Thousand Oaks, CA: Sage Publicatio 1996). См. также статью Naresh К. Malhotra, "Modeling Store Choice Based on Censored Pref ence Data", Journal of Retailing, Summer 1986, p. 128—144.

17. J. Douglass Carrol, Paul E. Green, "Psychometric Methods in Marketing Research Part II Multi mensional Scaling", Journal of Marketing Research, May 1997, p. 193—204.

18. David Kilbum, "Haagen-Dazs Is Flavor of Month", Marketing Week, September 4, 1997, p. Mark Maremont, "They're All Screaming for Haagen Dazs", Business Week, October 14, 1991.

19. Pertti Alasuutan, Researching Culture (Thousand Oaks, CA: Sage Publications, 1995); C.T. Т J. McCullough, J. Teoh, "An Individual Analysis Approach to Cross-Cultural Research", in Mela Wallendorf, Paul Anderson (eds.), Advance's in Consumer Research 14 (Provo, UT: Association Consumer Research, 1987): 394-7.

20. Association for Consumer Research, 1987, p. 394-597 См. например, статьи Lisa D. Spiller, Al ander J. Campbell, "The Use of International Direct Marketing by Small Businesses in Cana Mexico, and the United States A Comparative Analysis", Journal of Direct Marketing, Winter 19 p. 7-16; Mee-Kau Nyaw, Ignace Ng, "A Comparative Analysis of Ethical Beliefs A Four Couri Study", Journal of Business Ethics, July 1994, p. 543-556.

21. Dianna L. Newman, Robert D. Brown, Applied Ethics for Program Evaluation Analysis (Thousa Oaks, CA: Sage Publications, 1996); G.M. Zmkhan, M. Bisesi, M.J. Saxton, "MBA's Chang Attitudes toward Marketing Dilemmas 1981—1987", Journal of Business Ethics, August 19 p. 963-974.

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