1. Basic Data Analysis: Descriptive Statistics

2. Coding Data and the Data Code Book
Data entry refers to the creation of a computer file that holds the raw data taken from all of the questionnaires deemed suitable for analysis
Data coding refers to the identification of codes that pertain to the possible responses for each question on the questionnaire
Data code book identifies all of the variable names and code numbers associated with each possible response to each question that makes up the data set
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4. Types of Statistical Analyses Used in Marketing Research
Data summarization: the process of describing a data matrix by computing a small number of measures that characterize the data set
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5. Types of Statistical Analyses Used in Marketing Research
Four functions of data summarization:
Summarizes the data
Applies understandable conceptualizations
Communicates underlying patterns
Generalizes sample findings to the population
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6. Why is Statistical Analysis Used?
Why Use Statistical Analysis?
To summarize data
The average price of a Gateway PC is $2,489
The low is $999, and the high is $4,678: this is the range
The mode is $2,200
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7. Why is Statistical Analysis Used?
Why Use Statistical Analysis?
To show basic patterns in the data
30% buys at $1,500 or less
50% buys at between $2,500 and $1,500
20% buys at $2,500 or more
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8. Why is Statistical Analysis Used?
Why Use Statistical Analysis?
To interpret these patterns
The majority of Gateway buyers pay $2,500 or less
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9. Why is Statistical Analysis Used?
Why Use Statistical Analysis?
To generalize the patterns to the population
95% of all Gateway buyers pay between $2,000 and $3,000 for their PC’s
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10. Types of Statistical Analyses Used in Marketing Research
Statistical Analysis:
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11. Types of Statistical Analyses Used in Marketing Research
Five Types of Statistical Analysis:
Descriptive analysis: used to describe the data set
Inferential analysis: used to generate conclusions about the population’s characteristics based on the sample data
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12. Types of Statistical Analyses Used in Marketing Research
Differences analysis: used to compare the mean of the responses of one group to that of another group
Associative analysis: determines the strength and direction of relationships between two or more variables
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13. Types of Statistical Analyses Used in Marketing Research
Predictive analysis: allows one to make forecasts for future events
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14. Understanding Data Via Descriptive Analysis
Two sets of descriptive measures:
Measures of central tendency: used to report a single piece of information that describes the most typical response to a question
Measures of variability: used to reveal the typical difference between the values in a set of values
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15. Understanding Data Via Descriptive Analysis
Measures of Central Tendency:
Mode: the value in a string of numbers that occurs most often
Median: the value whose occurrence lies in the middle of a set of ordered values
Mean: sometimes referred to as the “arithmetic mean”; the average value characterizing a set of numbers
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16. Understanding Data Via Descriptive Analysis
Measures of Variability:
Frequency distribution reveals the number (percent) of occurrences of each number or set of numbers
Range identifies the maximum and minimum values in a set of numbers
Standard deviation indicates the degree of variation in a way that can be translated into a bell-shaped curve distribution
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17. Understanding Data Via Descriptive Analysis
Measures of Variability:
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18. When to Use a Particular Statistic
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