1. Exploring, Displaying, and Examining Data
Chapter 16
Exploring, Displaying, and Examining Data

2. Learning Objectives Understand . . .
That exploratory data analysis techniques provide insights and data diagnostics by emphasizing visual representations of the data.
How cross-tabulation is used to examine relationships involving categorical variables, serves as a framework for later statistical testing, and makes an efficient tool for data visualization and later decision-making.

3. Pull Quote
“On a day-to-day basis, look for inspiration and ideas outside the research industry to influence your thinking. For example, data visualization could be inspired by an infographic you see in a favorite magazine, or even a piece of art you see in a museum.”
Amanda Durkee, partner
Zanthus

4. Researcher Skill Improves Data Discovery
DDW is a global player in research services. As this ad proclaims, you can “push data into a template and get the job done,” but you are unlikely to make discoveries using a template process.

5. Exploratory Data Analysis
Confirmatory

6. Data Exploration, Examination, and Analysis in the Research Process

7. Research Values the Unexpected
“It is precisely because the unexpected jolts us out of our preconceived notions, our assumptions, our certainties, that it is such a fertile source of innovation.”
Peter Drucker, author
Innovation and Entrepreneurship

8. Frequency: Appropriate Social Networking Age

9. Bar Chart

10. Pie Chart

11. Frequency Table

12. Histogram

13. Stem-and-Leaf Display
02268 24
018 3 1 06 36 6 8 5 7 9 10 11 12 13 14 15 16 17 18 19 20 21

14. Pareto Diagram

15. Boxplot Components

16. Diagnostics with Boxplots

17. Boxplot Comparison

18. Mapping

19. SPSS Cross-Tabulation

20. Percentages in Cross-Tabulation

21. Guidelines for Using Percentages
Don’t average percentages
Don’t use too large a percentage
Don’t use too small a base
Changes should never exceed 100%
Higher number is the denominator

22. Cross-Tabulation with Control and Nested Variables

23. Automatic Interaction Detection (AID)

24. Exploratory Data Analysis
This Booth Research Services ad suggests that the researcher’s role is to make sense of data displays.
Great data exploration and analysis delivers insight from data.

25. Key Terms Automatic interaction detection (AID) Boxplot Cell
Confirmatory data analysis
Contingency table
Control variable
Cross-tabulation
Exploratory data analysis (EDA)
Five-number summary
Frequency table
Histogram
Interquartile range (IQR)
Marginals
Nonresistant statistics
Outliers
Pareto diagram
Resistant statistics
Stem-and-leaf display

26. Additional Discussion opportunities
Chapter 16
Additional Discussion opportunities

27. Snapshot: Novation No standarded vocabulary across companies
Serve variety of users
Ad hoc analysis with sophisticated visualizations
Big data with sophisticated analytical tool.

28. Snapshot: Digital Natives vs. Digital Immigrants
30 subjects = 15 natives, 15 immigrants
Monitored media behaviors
300 hours of real-time data
Biometric Monitoring: emotional engagement

29. Snapshot: Empowering Excel

30. Snapshot: Internet-age Researchers
“The ability to take data—to be able to understand it, to process it, to extract value from it, to visualize it, to communicate it—that’s going to be a hugely important skill in the next
decades ”

31. Research Thought Leader
“As data availability continues to increase, the
importance of identifying/filtering and analyzing
relevant data can be a powerful way to gain an
information advantage over our competition.”
Tom H.C. Anderson
founder & managing partner
Anderson Analytics, LLC

32. PulsePoint: Research Revelation65
The percent boost in company revenue created by best practices in data quality.

33. Geograph: Digital Camera Ownership

34. CloseUp: Working with Data Tables

35. CloseUp: Original Data Table

36. CloseUp: Arranged by Spending Most to Least

37. CloseUp: Arranged by Average Annual Purchases, Most to Least

38. CloseUp: Arranged by Average Transaction, Most to Least

39. CloseUp: Arranged by Estimated Average Transaction, Least to Most

40. Exploring, Displaying, and Examining Data
Chapter 16
Exploring, Displaying, and Examining Data

41. Photo Attributions Slide Source 4
Courtesy of Radius Global Market Research 18
Courtesy of RealtyTrac 21
Vstock/Alamy 24
Courtesy of Booth Research Services 27
Courtesy of Novation 28
Realistic Reflections 29
Courtesy of DecisionPro; Digital Vision/Getty Images 30
Vstock LLC/Getty Images