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Using Microsoft Excel for Marketing Research By William G. Zikmund
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TITLE BAR MENU BAR FORMULA BAR STANDARD TOOLBAR FORMATTING TOOLBAR ACTIVE CELL
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PASTE FUNCTION TOOLS MENU
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The Paste Function Provides Numerous Statistical Operations
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The Statistical Function Category
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Data Analysis Dialog Box Click on “Tools” Select “Data Analysis” Select statistical operation –such as Histogram
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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
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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
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Easy to Use Paste Functions AVERAGE (MEAN) MEDIAN MODE SUM STANDARD DEVIATION
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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
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The Equal Sign Then The Function Name And Arguments =FUNCTION (Argument1) =FUNCTION (Argument1,Argument2)
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Arguments Typical arguments are numbers, text, arrays, and cell references Arguments can also be constants, formulas, or other functions
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The AVERAGE Function Located in the Statistical Category
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Data Array The data appear in cells A2 through 14 A2:A14 Sometimes written with dollars signs $A$2:$A$14
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Sum, Average, and Standard Deviation =FUNCTION (Argument1) =SUM(A2:A9) =AVERAGE(A2:A9) =STDEVA(A2:A9)
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SUM Function Sales Call Example
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AVERAGE (Mean) Function Sales Call Example
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Standard Deviation Function Sales Call Example
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Proportion =COUNT =COUNTIF DIVIDE COUNTIF BY COUNT =D3/D2
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Frequency Distributions There are alternative ways of constructing frequency distributions COUNTIF function HISTOGRAM function
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=COUNTIF(A6:A134,1) =D4/D9*100
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Histogram Function Tools -Data Analysis-Histogram Bins
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The bins are the frequency categories
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Insert Input and Bin Ranges
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Text Labels Can Be Included or Excluded From Input Range
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The Chart Wizard
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The Descriptive Statistics Function
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SEVERAL ROWS OF DATA ARE HIDDEN
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Correlation
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Correlation Coefficient, r =.75
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Regression Analysis
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