Copyright ©2010 Pearson Education, Inc. publishing as Prentice Hall 9- 1 Basic Marketing Research: Using Microsoft Excel Data Analysis, 3 rd edition Alvin C. BurnsLouisiana State University Ronald F. BushUniversity of West Florida

What is Meant by Data Summarization? Summarization analysis answers two fundamental questions: How did the typical person respond? How different are the others from the typical person? Copyright ©2010 Pearson Education, Inc. publishing as Prentice Hall 11- 2

The Data Set and Data Analysis A data set is defined as a matrix of numbers and other representations that includes all of the relevant answers of all the respondents of a survey. Data analysis is defined as the process of describing a data set by computing a small number of measures that characterize the data set in ways that are meaningful to the client. Copyright ©2010 Pearson Education, Inc. publishing as Prentice Hall 11- 3

Functions of Data Analysis It summarizes the data It generalizes sample findings to the population It compares for meaningful differences It relates underlying patterns There are four different types of analysis objectives: description, generalization, differences, and relationships that match our four data analysis functions… Copyright ©2010 Pearson Education, Inc. publishing as Prentice Hall 11- 4

Research Objectives and Appropriate Types of Data Analyses Copyright ©2010 Pearson Education, Inc. publishing as Prentice Hall 11- 5

Research Objectives and Appropriate Types of Data Analyses, Continued... Copyright ©2010 Pearson Education, Inc. publishing as Prentice Hall 11- 6

Types of Data Analysis Used in Marketing Research Copyright ©2010 Pearson Education, Inc. publishing as Prentice Hall 11- 7

Summarizing Your Sample Findings The basic data analysis goal with all summarization is to report a few pieces of information that describe the most typical response to a question. At the same time, it is vital to summarize the degree to which all of the respondents share this typical response. Copyright ©2010 Pearson Education, Inc. publishing as Prentice Hall 11- 8

Summarizing Your Sample Findings, Continued... The typical response is referred to as the central tendency while the expression of how similar respondents are to one another is referred to as variability. There are two basic types of variables based on their level of measurement: categorical and metric. Summarization analysis is different for each level of measurement… Copyright ©2010 Pearson Education, Inc. publishing as Prentice Hall 11- 9

Appropriate Summarization Analyses by Type of Scale Copyright ©2010 Pearson Education, Inc. publishing as Prentice Hall

Bar Chart Shows Variability Copyright ©2010 Pearson Education, Inc. publishing as Prentice Hall

How to Summarize Categorical Variables with XL Data Analyst Click on the XL Data Analyst option on your Excel program menu and move your cursor over “Summarize” Under Summarize: “Percents” and “Averages” Since we are now dealing with categorical variables, the correct selection is “Percents” Select the variables Click “ok” Copyright ©2010 Pearson Education, Inc. publishing as Prentice Hall

How to Summarize Categorical Variables with XL Data Analyst, Continued... Copyright ©2010 Pearson Education, Inc. publishing as Prentice Hall

How to Summarize Categorical Variables with XL Data Analyst, Continued... Copyright ©2010 Pearson Education, Inc. publishing as Prentice Hall

Summarizing Metric Variables The central tendency number that typified all of the responses to a metric variable would be the average It approximates the typical value in the set Copyright ©2010 Pearson Education, Inc. publishing as Prentice Hall

The Average How typical is this value called “the average”? The range identifies the distance between the lowest value and the highest value in a set of numbers. The standard deviation indicates the degree of variability in the metric values in such a way as to be translatable into a normal or bell-shaped curve distribution. Copyright ©2010 Pearson Education, Inc. publishing as Prentice Hall

Standard Deviation Whenever a standard deviation is reported along with an average, a specific picture should appear in your mind. Copyright ©2010 Pearson Education, Inc. publishing as Prentice Hall

How to Summarize Metric Variables with XL Data Analyst The procedure for summarizing metric variables in XL Data Analyst is identical to the one for summarizing categorical variables, except you will select “Averages,” as this is the proper analysis for a metric variable. Select one or more variables Click “ok” Copyright ©2010 Pearson Education, Inc. publishing as Prentice Hall

How to Summarize Metric Variables with XL Data Analyst, Continued... Copyright ©2010 Pearson Education, Inc. publishing as Prentice Hall

Flow Chart of Summarization Analysis Copyright ©2010 Pearson Education, Inc. publishing as Prentice Hall

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