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Exploring Marketing Research William G. Zikmund Chapter 20: Basic Data Analysis
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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
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Type of Measurement Nominal Two categories More than two categories Frequency table Proportion (percentage) Frequency table Category proportions (percentages) Mode Type of descriptive analysis
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Type of Measurement Type of descriptive analysis Ordinal Rank order Median
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Type of Measurement Type of descriptive analysis Interval Arithmetic mean
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Type of Measurement Type of descriptive analysis Ratio Index numbers Geometric mean Harmonic mean
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Tabulation Tabulation - Orderly arrangement of data in a table or other summary format Frequency table Percentages
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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
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Measure of CentralMeasure of Type of ScaleTendencyDispersion NominalModeNone OrdinalMedianPercentile Interval or ratioMeanStandard deviation Central Tendency
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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
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Cross-Tabulation Analyze data by groups or categories Compare differences Contingency table Percentage cross-tabulations
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Base The number of respondents or observations (in a row or column) used as a basis for computing percentages
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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.
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Tworatingscales 4 quadrants two-dimensionaltable Importance-PerformanceAnalysis) Quadrant Analysis
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Data Transformation Data conversion Changing the original form of the data to a new format More appropriate data analysis New variables
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Data Transformation Summative Score = VAR1 + VAR2 + VAR 3
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Collapsing a Five-Point Scale Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree Strongly Agree/Agree Neither Agree nor Disagree Disagree/Strongly Disagree
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Index Numbers Score or observation recalibrated to indicate how it relates to a base number CPI - Consumer Price Index
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Calculating Rank Order Ordinal data Brand preferences
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Tables Bannerheads for columns Studheads for rows
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Charts and Graphs Pie charts Line graphs Bar charts –Vertical –Horizontal
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Line Graph
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Bar Graph
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WebSurveyor Bar Chart
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Computer Programs SPSS SAS SYSTAT Microsoft Excel WebSurveyor
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Microsoft Excel -Data Analysis
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The Paste Function Provides Numerous Statistical Operations
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Computer Programs Box and whisker plots Interquartile range - midspread Outlier
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Interpretation The process of making pertinent inferences and drawing conclusions concerning the meaning and implications of a research investigation
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