1.

BRIDGING COURSES

Data Types:
- Datas not concerning numbers (gender, nationality etc) are called
CATEGORICAL/QUALITATIVE VARIABLES . When these datas can be
ranked they are called ORDINAL, when they can’t be they are NOMINAL
- The ones concerning numbers are called METRIC DATAS/ VARIABLES
(height, weight, number of siblings) , but siblings since it is not decimal is
called DISCRETE, the others can be classified as being CONTINUOUS
variable

Histograms and box plots

By clicking exploitation and then “descriptive” on Jamovi, I can choose between statistics
and plots→ plots. I can choose “histogram” to have the graph, very useful to see the
distribution of for example “Height”. A box plot has an inverted scale, so in vertical we will
have the height measurements, it shows a box and a line that represents the medium(1.71cm),
also called percentile 50, so 50% of measurements are below that value. The bottom line is
the percentile 25, so 25% is below 1.65cm. The top line is percentile 75, so 75% are below
1.80cm.

Bar Charts
We’re using the “siblings” value.

The mode is the most frequent value

The bar chart shows the same information that the histogram provides, but the
difference is that the bars are separated, because the variable is not continuous, so
we use a br chart that keeps them separated instead of the histogram that joins all
the values. It is also good for the remote teaching and learning value, because they
come one after the other (categorical, ordinal)

Bar Charts and Pie Charts

For categorical and ordinal variables she strongly suggests bar chart, but for nominal
variables, datas such as gender and nationality it’s good to use a Pie chart: it’s not
available on jamovi, but on excel.

Mean value-mode-median
Median: sort some numbers from the smallest to the highest (height measurement).
The number in the middle is the median
→ The mean (average) of a data set is found by adding all numbers in the data set
and then dividing by the number of values in the set.
→ The median is the middle value when a data set is ordered from least to greatest.
→ The mode is the most frequent value, but for continuous variables it is more
interesting to find out the modal class (the interval that contains the mode), because
if we think about the graphical approach, for the continuous metrical values the best
way to represent them is through a histogram, which is about classes

With the remote teaching and learning values they can be sorted, however you have
to firstly give them a number (1. Bad 2. So so 3. Good 4. Very Good 5. Absolutely
amazing), creating another column. Excel sorts them and the median is good .

Range-Variance-Standard deviation-Coefficient of variation

→ Range: difference between the maximum and minum value: ex. Height: max= 1.9;
min=1.58. Since height is calculated in metres, the range is 0.32m, so 32cm
→ Variance: she creates another column that she calls auxiliary computation for the
variance, and she computes the difference between each one of the heights and its mean value
: first value is in E2, mean value is in E18, she does =(E2-E18). Since we have to do this
process for all the height values, the mean value has to become a constant, so we will put E2-
$E$18, and then square the difference→ final result: =(En-$E$18)^2. After having applied
this formula to all the values i have to sum them up to compute the variance and divide it by
the number of values (in this case 15). The variance in this case is computed in square metres,
which is a strange value, so she computes the square root off the variance in order to have the
power of the variance, which is inside the square root, and i now have an indicator which is
now measured in metres
→ Standard deviation: it is one of the most important indicator because it has the
power of the variance and the unit of the original variable. The standard deviation is
the average amount of variability in your dataset. It tells you, on average, how far
each value lies from the mean. A high standard deviation means that values are
generally far from the mean, while a low standard deviation indicates that values are
clustered close to the mean
→ Coefficient of variation: if i want to understand if the standard deviation is small
or big, i use the ratio between the standard deviation and the indication that we have
about the central tendency of our data. The formula is (standard deviation / mean) *
100.

Using Jamovi for central tendency and spread

When we use a set of numbers in Jamovi from a sample of a statistical population
(15 datas) the variance is going to be computed by dividing the sum of 15 squares
by 14. Because in Jamovi variance and standard deviation are computed by using N-
1 and not N1 like in Excel.
→ VAR.P= population (divided by 15). This is the variance im going to compute if i want to
describe that set of data
→ VAR:S= sample (divided by 14). I use this if i want to infer about the statistical
population (N-1)
→ N-1 is called number of degrees of freedom

Using Jamovi for Percentiles and Skewness

Skewness is a measure of the asymmetry of a distribution. A distribution is
asymmetrical when its left and right side are not mirror images. A distribution can
have right (or positive), left (or negative), or zero skewness.
Per dividere dati: data> delimita>comma(or others)>finish

SESSION 3

Prob-Classical approach
When we roll a dice:
- The prob of having n.3: ⅙
- The prob of having an odd n.: 3/6 = ½=0.5
- The prob of having a n. bigger than 1: ⅚

If we roll 2 dices, the prob of getting:

- N. 3 AND 6: 2/36→ prob of 0.05%
- The sum of 2 numbers equal to 10: 3/36 → prob of 0.08333%
- Two even numbers: 9/36= ¼→ 0.25%
- An even number and an odd number: 18/36→ 0.5 %

In general i have 36 possibilities

Prob-Frequency based approach

100 Applicants for a job, 3 criteria: Experience(EX), professional skills(PS) and
leadership competences (LD)
08.09
The Median is not sensitive to the

LE DOMANDE SONO DIVERSEEEEE

1. no, the sample is too small and female meat consumption doesn’t seem to be
normally distributed
2. if i run an anova the p value is greater than any level of significance, so (no
normality may not called)
3. yes, p value minore di 0.05 from a simple linear regression(error assumption
seems to be met£
4. big p value
5. 14.1
6. the error assumption will not called
6.72
If I run an ANOVA. the p-value is greater than α, so NO. ???? Il pvalue a me viene piccolo < alfa

(:

lower
BEC

LA 23? If I run an ANOVA. the p-value is greater than α, so NO. ho messo così ma non so
??????? CCCC

19 e 20?????

AEC

15 e 17???
1. Introduction of the brand and the challenge
2. Overall Brand Identity
3. Overall Brand Positioning
4. Market Overview
a. Market Data
5. Brand Overview
a. Awareness
b. Image
c. Attitude
d. Product
e. Consumption Profile
6. Communication Objectives and Positioning
a. Category Need
b. Brand Awareness
c. Brand Attitude
d. Brand Purchase Intention
e. Brand Purchase Facilitation
f. Positioning (Target audience, Frame of reference, POD, Reasons to believe,
Advertising should...)
7. Marketing objectives and Forecast P&L
a. (Analysis of consumer segment to quantify the predicted impact of the
campaign in the consumption behaviour)
8. Target Audience & Action Objectives
9. Creative Strategy
a. Context and Key Customer Insights
b. Creative Idea
10. Brand Awareness Tactics
11. Brand Attitude Tactics
12. Attention Tactics (?)
13. Creative Brief
a. Behavioral Sequence Model
b. Creative Target
c. Media
d. Campaign Action Objective
e. Campaign Communication Objectives
f. Campaign Position Statement
g. Mandatory Context
14. Target Audience
15. Action Objectives
16. IMC Strategy
17. Media Selection
18. Media Timeline
19. Media Budget
20. Campaign Tracking
21. Conclusion
22. References/Appendix

23.