1. Essentials of Marketing Research William G. Zikmund Chapter 14: Basic Data Analysis

2. Tabulation Frequency table Percentages

3. Measure of CentralMeasure of Type of ScaleTendencyDispersion NominalModeNone OrdinalMedianPercentile Interval or ratioMeanStandard deviation

4. CROSS-TABULATION Analyze data by groups or categories Compare differences Contingency table Percentage cross-tabulations

5. ELABORATION AND REFINEMENT Moderator variable Spurious relationship

6. Data Transformation A.K.A data conversion Changing the original form of the data to a new format More appropriate data analysis New variables

7. CALCULATING RANK ORDER Ordinal data Brand preferences

8. TABLES Bannerheads for columns Studheads for rows

9. Charts and Graphs Pie charts Line graphs Bar charts –Vertical –Horizontal

10. Line Graph

11. Bar Graph

12. WebSurveyor Bar Chart

13. Computer Programs SPSS SAS SYSTAT Microsoft Excel WebSurveyor

14. Type of Measurement Nominal Two categories More than two categories Frequency table Proportion (percentage) Frequency table Category proportions (percentages) Mode Type of descriptive analysis

15. Type of Measurement Type of descriptive analysis Ordinal Rank order Median

16. Type of Measurement Type of descriptive analysis Interval Arithmetic mean