Professional Documents
Culture Documents
Population
Innovators influence
Innovators Imitators
imitators
Cumulative Sales
of a Product
Fixed
Population Size
Time
= +
= Population size
Time
Share = % Aware
% Available | Aware
Usage Rate
Target population
Aware?
50%
Available?
80%
Try?
40%
Repeat?
50%
Market share = ?
Trial
high low
high
Repeat
J
low
L
Dr. Songting Dong
UNSW Business School
Trial Dynamics
% Population
Trying (Trial)
Time
100%
Notelate triers
often do not become
regular users
% Repeaters
among Triers
(Repeat)
Time
Time
Aim of coding:
Retain as much information in the data file as on the soft
copies of the questionnaire
Facilitate data analysis
Single-response questions
Single-response questions
Multiple-response questions
Problematic data
Due diligence: make sure you go through all the records!
Keep in mind during the entire data analysis procedure
Mode=9
40
20
0
1 2 3 4 5 6 7 8 9 10
Mean=7.18, std.=2.10
Dr. Songting Dong
UNSW Business School
Dispersion
Max: =MAX(B2:B185)
Min: =MIN(B2:B185)
Standard deviation
How much do the responses vary?
Do most respondents answer the same?
Low variation in responses = low variance in opinion
Do survey participants respond all over the scale?
Mean=0
Std.=1
Standardised normal
table (appendix A.2)
Or Excel function
=NORM.S.DIST(-3,TRUE)
=0.00135
=NORM.S.DIST(1.25,TRUE)
=0.89435
Frequency
=COUNTIFS(B$2:B$185,$A199)
Bar chart
Readings
Chapter 13
Team project
Keep on updating research plan
Conduct your exploratory study
Once the pooled survey data become available on Moodle
(likely at the end of Week 5), start data preparation and
initial exploration using descriptive statistics
Lecture topic
Sample vs. population distribution
Hypothesis testing
T-test
ANOVA
Tutorial topic
Discuss quiz 1
Exercise data preparation and descriptive statistics