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. Hypothesis An unproven proposition or supposition that tentatively explains certain facts of phenomena Null hypothesis Alternative hypothesis

15. Significance Level Critical probability in choosing between the null hypothesis and the alternative hypothesis Probability level selected is typically.05 or.01 Too low to warrant support for the null hypothesis

16. Testing A Hypothesis About A Mean

17. The null hypothesis that the mean is equal to 3.0:

18. The alternative hypothesis that the mean does not equal to 3.0:

19. A Sampling Distribution 

20.  A Sampling Distribution

21. LOWER LIMIT UPPER LIMIT  A Sampling Distribution

22. Critical values of  Critical value - upper limit

23. Critical values of 

24. Critical value - lower limit Critical values of 

26. Region of Rejection LOWER LIMIT UPPER LIMIT 

27. Hypothesis Test  2.804 3.196  3.78

28. State of Null Hypothesis Decision in the PopulationAccept HoReject Ho Ho is trueCorrect--no errorType I error Ho is falseType II errorCorrect--no error Type I and Type II Errors in Hypothesis Testing

29. Testing a Hypothesis about a Distribution Chi-square test Test for significance in the analysis of frequency distributions Compare observed frequencies with expected frequencies “Goodness of fit”

30. Chi-Square Test

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

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

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