Matakuliah
Tahun
Versi
: MN J0412/ Riset Pemasaran
: 2007
:
Pertemuan Kesepuluh
Data Analysis
1
Learning Outcomes
Pada akhir pertemuan ini, diharapkan mahasiswa
akan mampu :
• Mahasiswa dapat menciptakan analisa
data
2
Outline Materi
•
•
•
•
Materi 1: Editing
Materi 2: Coding
Materi 3: Simple Regression
Materi 4: Multiple Regression
3
Data Analysis
1. Editing
- Field Edit
- Central-Office Edit
2. Coding
- Coding Closed-Ended Items
- Coding Open-Ended Items
- Building the Data File
4
Data Analysis
3. Regression Analysis:
– Is a statistical technique that is used to
relate two or more variables (Aaker,
Kumar & Day)
ˆ i   0  1 X i   i
– Estimasi Parameter Model:
n xi yi   xi  yi 
ˆ i  b0  b1 X1

b1 
2
n xi   xi 
5
Data Analysis
– Estimasi Standar Kesalahan/Eror:
• The standard error of the estimate is interpreted to
mean that, for any given value of the independent
variable Xi, the dependent variable tends to be
distributed about the predicted value Yi, with a
standard deviation equal to the standard error of the
estimate (Aaker, Kumar & Day)
2
Y/X
S

SSE  e 



n2 n2
n2
2
i
i  ˆ i

2
6
Data Analysis
– Estimasi Parameter:
s
1    ˆ 


*
 x - x  n  2  x  x 
2
Sb1
i
i
i
i
2
i
2
– Pengujian Signifikansi
Variabel Bebas:
H 0 : 1  0
H a : 1  0
b1  1
t
Sb1
– Koefisien Determinasi:
r 2  SST  SSE  / SST  SSM / SST
7
Data Analysis
4. Regresi Berganda:
– Modelnya:
Uji Signifikansi :
    1 X 1   2 X 2  ...   i X i  
2
H 0 : R pop
0
2
H a : R pop
0
R2 / k
F
1  R2n  k  1
– Standar Deviasi:
 standard deviation of X i 
Standardiz ed  i  b i 

 standard deviation of  
8