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Essentials of Marketing Research William G. Zikmund Chapter 14: Basic Data Analysis
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Tabulation Frequency table Percentages
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Measure of CentralMeasure of Type of ScaleTendencyDispersion NominalModeNone OrdinalMedianPercentile Interval or ratioMeanStandard deviation
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CROSS-TABULATION Analyze data by groups or categories Compare differences Contingency table Percentage cross-tabulations
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ELABORATION AND REFINEMENT Moderator variable Spurious relationship
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Data Transformation A.K.A data conversion Changing the original form of the data to a new format More appropriate data analysis New variables
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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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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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