1. Business Research Methods William G. Zikmund
Chapter 20:
Basic Data Analysis: Descriptive Statistics

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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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4. Type of Type of Measurement descriptive analysis Nominal
Frequency table
Proportion (percentage)
Category proportions
(percentages)
Mode
Two
categories
Nominal
More than
two categories
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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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CENTRAL TENDENCY
Measure of
Central Measure of
Type of Scale Tendency Dispersion
Nominal Mode None
Ordinal Median Percentile
Interval or ratio Mean Standard deviation
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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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14. 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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QUADRANT ANALYSIS
Two
rating
scales
4 quadrants
two-dimensional
table
Importance-
Performance
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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17. SUMMATIVE SCORE = VAR1 + VAR2 + VAR 3
DATA TRANSFORMATION
SUMMATIVE SCORE =
VAR1 + VAR2 + VAR 3
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18. COLLAPSING A FIVE POINT SCALE
STRONGLY AGREE
AGREE
NEITHER AGREE OR DISAGREE
DISAGREE
STRONGLY DISAGREE
STRONGLY AGREE/AGREE
NEITHER AGREE OR 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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20. 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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COMPUTER PROGRAMS
SPSS
SAS
SYSTAT
MICROSOFT EXCEL
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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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