1. Using Microsoft Excel for Marketing ResearchBy
William G. Zikmund

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

3. PASTE FUNCTION
TOOLS MENU

4. The Paste Function Provides Numerous Statistical Operations

5. The Statistical Function Category

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

10. 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

11. 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

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

13. 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

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

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

16. The AVERAGE Function Located in the Statistical Category

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

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

23. SUM Function Sales Call Example

24. AVERAGE (Mean) Function Sales Call Example

25. Standard Deviation Function Sales Call Example

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

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

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

35. Histogram Function
Tools -Data Analysis-Histogram
Bins

37. The bins are the
frequency categories

38. Insert Input and Bin Ranges

39. Text Labels Can Be Included or Excluded From Input Range

40. The Chart Wizard

42. The Descriptive Statistics Function

50. SEVERAL ROWS OF DATA ARE HIDDEN

51. SEVERAL ROWS OF DATA ARE HIDDEN

57. Correlation

60. Correlation Coefficient, r = .75

61. Regression Analysis