Exploring Marketing Research

William G. Zikmund

Chapter 20: Basic Data Analysis

Descriptive Analysis
The transformation of raw data into a form that will make them easy to understand and interpret; rearranging, ordering, and manipulating data to generate descriptive information

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Type of Measurement

Type of descriptive analysis

Two categories

Frequency table Proportion (percentage) Frequency table Category proportions (percentages) Mode

Nominal
More than two categories

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Type of Measurement

Type of descriptive analysis

Ordinal

Rank order Median

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Type of Measurement

Type of descriptive analysis

Interval

Arithmetic mean

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Type of Measurement

Type of descriptive analysis Index numbers Geometric mean Harmonic mean

Ratio

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Tabulation
Tabulation - Orderly arrangement of data in a table or other summary format Frequency Table Percentages

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Frequency Table
The arrangement of statistical data in a rowand-column format that exhibits the count of responses or observations for each category assigned to a variable

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Central Tendency

Type of Scale Nominal Ordinal Interval or ratio

Measure of Central Tendency Mode Median Mean

Measure of Dispersion None Percentile Standard deviation

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Cross-Tabulation
A technique for organizing data by groups, categories, or classes, thus facilitating comparisons; a joint frequency distribution of observations on two or more sets of variables Contingency table- The results of a crosstabulation of two variables, such as survey questions
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Cross-Tabulation
Analyze data by groups or categories Compare differences Contingency table Percentage cross-tabulations

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Base
The number of respondents or observations (in a row or column) used as a basis for computing percentages

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Elaboration and Refinement

Moderator variable
A third variable that, when introduced into an analysis, alters or has a contingent effect on the relationship between an independent variable and a dependent variable. Spurious relationship
An apparent relationship between two variables that is not authentic.

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Quadrant Analysis

Two rating scales

4 quadrants two-dimensional table

ImportancePerformance Analysis)

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Data Transformation
Data conversion Changing the original form of the data to a new format More appropriate data analysis New variables

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Data Transformation
Summative Score = VAR1 + VAR2 + VAR 3

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Collapsing a Five-Point Scale

Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree Strongly Agree/Agree Neither Agree nor Disagree Disagree/Strongly Disagree

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Index Numbers
Score or observation recalibrated to indicate how it relates to a base number CPI - Consumer Price Index

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Calculating Rank Order

Ordinal Data Brand Preferences

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Tables
Bannerheads for columns Studheads for rows

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Charts and Graphs

Pie Charts Line Graphs Bar Charts
Vertical Horizontal

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Line Graph

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Bar Graph
100 80 60 East 40 20 0 1st Q tr 2nd Q tr 3rd Q tr 4th Q tr W est N orth

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Computer Programs
SPSS SAS SYSTAT Microsoft Excel

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Computer Programs
Box and Whisker Plots Interquartile range - midspread Outlier

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Interpretation
The process of making pertinent inferences and drawing conclusions concerning the meaning and implications of a research investigation

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