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Marketing Research by Naval Bajpai

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Chapter 11

Descriptive Statistics: Measures of Dispersion

Learning Objectives

Upon completion of this chapter, you will be able to:

  • Understand the concept of range, quartile deviation, mean deviation, standard deviation, and variance.
  • Compute range, quartile deviation, mean deviation, standard deviation, and variance.
  • Understand skewness, kurtosis, and box-and-whisker plots.
  • Compute the coefficient of correlation and understand its interpretation.
  • Use MS Excel, Minitab, and SPSS for computing range, quartile deviation, mean deviation, standard deviation, skewness, kurtosis, and coefficient of correlation.
  • Use Minitab and SPSS for box-and-whisker plot construction.
Statistics in Action: Dabur India Ltd

Dabur India, was founded by S. K. Burman ...

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