Exploring, Displaying, and Examining Data Chapter 16 Exploring, Displaying, and Examining Data

Learning Objectives Understand . . . That exploratory data analysis techniques provide insights and data diagnostics by emphasizing visual representations of the data. How cross-tabulation is used to examine relationships involving categorical variables, serves as a framework for later statistical testing, and makes an efficient tool for data visualization and later decision-making.

Pull Quote “On a day-to-day basis, look for inspiration and ideas outside the research industry to influence your thinking. For example, data visualization could be inspired by an infographic you see in a favorite magazine, or even a piece of art you see in a museum.” Amanda Durkee, partner Zanthus

Researcher Skill Improves Data Discovery DDW is a global player in research services. As this ad proclaims, you can “push data into a template and get the job done,” but you are unlikely to make discoveries using a template process.

Exploratory Data Analysis Confirmatory

Data Exploration, Examination, and Analysis in the Research Process

Research Values the Unexpected “It is precisely because the unexpected jolts us out of our preconceived notions, our assumptions, our certainties, that it is such a fertile source of innovation.” Peter Drucker, author Innovation and Entrepreneurship

Frequency: Appropriate Social Networking Age

Bar Chart

Pie Chart

Frequency Table

Histogram

Stem-and-Leaf Display 455666788889 12466799 02235678 02268 24 018 3 1 06 36 6 8 5 7 9 10 11 12 13 14 15 16 17 18 19 20 21

Pareto Diagram

Boxplot Components

Diagnostics with Boxplots

Boxplot Comparison

Mapping

SPSS Cross-Tabulation

Percentages in Cross-Tabulation

Guidelines for Using Percentages Don’t average percentages Don’t use too large a percentage Don’t use too small a base Changes should never exceed 100% Higher number is the denominator

Cross-Tabulation with Control and Nested Variables

Automatic Interaction Detection (AID)

Exploratory Data Analysis This Booth Research Services ad suggests that the researcher’s role is to make sense of data displays. Great data exploration and analysis delivers insight from data.

Key Terms Automatic interaction detection (AID) Boxplot Cell Confirmatory data analysis Contingency table Control variable Cross-tabulation Exploratory data analysis (EDA) Five-number summary Frequency table Histogram Interquartile range (IQR) Marginals Nonresistant statistics Outliers Pareto diagram Resistant statistics Stem-and-leaf display

Additional Discussion opportunities Chapter 16 Additional Discussion opportunities

Snapshot: Novation No standarded vocabulary across companies Serve variety of users Ad hoc analysis with sophisticated visualizations Big data with sophisticated analytical tool.

Snapshot: Digital Natives vs. Digital Immigrants 30 subjects = 15 natives, 15 immigrants Monitored media behaviors 300 hours of real-time data Biometric Monitoring: emotional engagement

Snapshot: Empowering Excel

Snapshot: Internet-age Researchers “The ability to take data—to be able to understand it, to process it, to extract value from it, to visualize it, to communicate it—that’s going to be a hugely important skill in the next decades . . . .”

Research Thought Leader “As data availability continues to increase, the importance of identifying/filtering and analyzing relevant data can be a powerful way to gain an information advantage over our competition.” Tom H.C. Anderson founder & managing partner Anderson Analytics, LLC

PulsePoint: Research Revelation 65 The percent boost in company revenue created by best practices in data quality.

Geograph: Digital Camera Ownership

CloseUp: Working with Data Tables

CloseUp: Original Data Table

CloseUp: Arranged by Spending Most to Least

CloseUp: Arranged by Average Annual Purchases, Most to Least

CloseUp: Arranged by Average Transaction, Most to Least

CloseUp: Arranged by Estimated Average Transaction, Least to Most

Exploring, Displaying, and Examining Data Chapter 16 Exploring, Displaying, and Examining Data

Photo Attributions Slide Source 4 Courtesy of Radius Global Market Research 18 Courtesy of RealtyTrac 21 Vstock/Alamy 24 Courtesy of Booth Research Services 27 Courtesy of Novation 28 Realistic Reflections 29 Courtesy of DecisionPro; Digital Vision/Getty Images 30 Vstock LLC/Getty Images