Business Research Methods William G. Zikmund Chapter 20: Basic Data Analysis: Descriptive Statistics

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Copyright © 2000 by Harcourt, Inc. All rights reserved. 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. Copyright © 2000 by Harcourt, Inc. All rights reserved.

Type of Type of Measurement descriptive analysis Nominal Frequency table Proportion (percentage) Category proportions (percentages) Mode Two categories Nominal More than two categories Copyright © 2000 by Harcourt, Inc. All rights reserved.

Copyright © 2000 by Harcourt, Inc. All rights reserved. Type of Measurement Type of descriptive analysis Ordinal Rank order Median Copyright © 2000 by Harcourt, Inc. All rights reserved.

Copyright © 2000 by Harcourt, Inc. All rights reserved. Type of Measurement Type of descriptive analysis Interval Arithmetic mean Copyright © 2000 by Harcourt, Inc. All rights reserved.

Copyright © 2000 by Harcourt, Inc. All rights reserved. Type of Measurement Type of descriptive analysis Ratio Index numbers Geometric mean Harmonic mean Copyright © 2000 by Harcourt, Inc. All rights reserved.

Copyright © 2000 by Harcourt, Inc. All rights reserved. Tabulation Tabulation - Orderly arrangement of data in a table or other summary format FREQUENCY TABLE PERCENTAGES Copyright © 2000 by Harcourt, Inc. All rights reserved.

Copyright © 2000 by Harcourt, Inc. All rights reserved. Frequency table The arrangement of statistical data in a row-and-column format that exhibits the count of responses or observations for each category assigned to a variable. Copyright © 2000 by Harcourt, Inc. All rights reserved.

Copyright © 2000 by Harcourt, Inc. All rights reserved. CENTRAL TENDENCY Measure of Central Measure of Type of Scale Tendency Dispersion Nominal Mode None Ordinal Median Percentile Interval or ratio Mean Standard deviation Copyright © 2000 by Harcourt, Inc. All rights reserved.

Copyright © 2000 by Harcourt, Inc. All rights reserved. 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 cross-tabulation of two variables, such as survey questions. Copyright © 2000 by Harcourt, Inc. All rights reserved.

Copyright © 2000 by Harcourt, Inc. All rights reserved. CROSS-TABULATION ANALYZE DATA BY GROUPS OR CATEGORIES COMPARE DIFFERENCES CONTINGENCY TABLE PERCENTAGE CROSS-TABULATIONS Copyright © 2000 by Harcourt, Inc. All rights reserved.

Copyright © 2000 by Harcourt, Inc. All rights reserved. Base The number of respondents or observations (in a row or column) used as a basis for computing percentages. Copyright © 2000 by Harcourt, Inc. All rights reserved.

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. Copyright © 2000 by Harcourt, Inc. All rights reserved.

Copyright © 2000 by Harcourt, Inc. All rights reserved. QUADRANT ANALYSIS Two rating scales 4 quadrants two-dimensional table Importance- Performance Analysis) Copyright © 2000 by Harcourt, Inc. All rights reserved.

Copyright © 2000 by Harcourt, Inc. All rights reserved. DATA TRANSFORMATION DATA CONVERSION CHANGING THE ORIGINAL FORM OF THE DATA TO A NEW FORMAT MORE APPROPRIATE DATA ANALYSIS NEW VARIABLES Copyright © 2000 by Harcourt, Inc. All rights reserved.

SUMMATIVE SCORE = VAR1 + VAR2 + VAR 3 DATA TRANSFORMATION SUMMATIVE SCORE = VAR1 + VAR2 + VAR 3 Copyright © 2000 by Harcourt, Inc. All rights reserved.

COLLAPSING A FIVE POINT SCALE STRONGLY AGREE AGREE NEITHER AGREE OR DISAGREE DISAGREE STRONGLY DISAGREE STRONGLY AGREE/AGREE NEITHER AGREE OR DISAGREE DISAGREE/ STRONGLY DISAGREE Copyright © 2000 by Harcourt, Inc. All rights reserved.

Copyright © 2000 by Harcourt, Inc. All rights reserved. INDEX NUMBERS Score or observation recalibrated to indicate how it relates to a base number CPI - Consumer Price Index Copyright © 2000 by Harcourt, Inc. All rights reserved.

CALCULATING RANK ORDER ORDINAL DATA BRAND PREFERENCES Copyright © 2000 by Harcourt, Inc. All rights reserved.

Copyright © 2000 by Harcourt, Inc. All rights reserved. TABLES BANNERHEADS FOR COLUMNS STUDHEADS FOR ROWS Copyright © 2000 by Harcourt, Inc. All rights reserved.

Copyright © 2000 by Harcourt, Inc. All rights reserved. CHARTS AND GRAPHS PIE CHARTS LINE GRAPHS BAR CHARTS VERTICAL HORIZONTAL Copyright © 2000 by Harcourt, Inc. All rights reserved.

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Copyright © 2000 by Harcourt, Inc. All rights reserved. COMPUTER PROGRAMS SPSS SAS SYSTAT MICROSOFT EXCEL Copyright © 2000 by Harcourt, Inc. All rights reserved.

Copyright © 2000 by Harcourt, Inc. All rights reserved. COMPUTER PROGRAMS Box and Whisker Plots Interquartile range - midspread Outlier Copyright © 2000 by Harcourt, Inc. All rights reserved.

Copyright © 2000 by Harcourt, Inc. All rights reserved. Interpretation the process of making pertinent inferences and drawing conclusions concerning the meaning and implications of a research investigation Copyright © 2000 by Harcourt, Inc. All rights reserved.