Using Microsoft Excel for Marketing Research By William G. Zikmund

ACTIVE CELL TITLE BAR MENU BAR FORMULA BAR STANDARD TOOLBAR FORMATTING TOOLBAR FORMULA BAR ACTIVE CELL

PASTE FUNCTION TOOLS MENU

The Paste Function Provides Numerous Statistical Operations

The Statistical Function Category

Data Analysis Dialog Box Click on “Tools” Select “Data Analysis” Select statistical operation such as Histogram

Functions Functions are predefined formulas for mathematical operations They perform calculations by using specific values, called arguments Arguments indicate data or a range of cells Arguments are performed, in a particular order, called the syntax

Functions Functions are predefined formulas for mathematical operations They perform calculations by using specific values, called arguments Arguments are performed, in a particular order, called the syntax For example, the SUM function adds values or ranges of cells

Easy to Use Paste Functions AVERAGE (MEAN) MEDIAN MODE SUM STANDARD DEVIATION

Functions The syntax of a function begins with the function name followed by an opening parenthesis the arguments for the function separated by commas a closing parenthesis. If the function starts a formula, an equal sign (=) is typed before the function name

The Equal Sign Then The Function Name And Arguments =FUNCTION (Argument1) =FUNCTION (Argument1,Argument2)

Arguments Typical arguments are numbers, text, arrays, and cell references Arguments can also be constants, formulas, or other functions

The AVERAGE Function Located in the Statistical Category

Data Array The data appear in cells A2 through 14 A2:A14 Sometimes written with dollars signs $A$2:$A$14

Sum, Average, and Standard Deviation =FUNCTION (Argument1) =SUM(A2:A9) =AVERAGE(A2:A9) =STDEVA(A2:A9)

SUM Function Sales Call Example

AVERAGE (Mean) Function Sales Call Example

Standard Deviation Function Sales Call Example

Proportion =COUNT =COUNTIF DIVIDE COUNTIF BY COUNT =D3/D2

Frequency Distributions There are alternative ways of constructing frequency distributions COUNTIF function HISTOGRAM function

=COUNTIF(A6:A134,1) =D4/D9*100

Histogram Function Tools -Data Analysis-Histogram Bins

The bins are the frequency categories

Insert Input and Bin Ranges

Text Labels Can Be Included or Excluded From Input Range

The Chart Wizard

The Descriptive Statistics Function

SEVERAL ROWS OF DATA ARE HIDDEN

SEVERAL ROWS OF DATA ARE HIDDEN

Correlation

Correlation Coefficient, r = .75

Regression Analysis