Essentials of Marketing Research
Chapter 14:
Basic Data Analysis
TABULATION
• FREQUENCY TABLE
• PERCENTAGES
• RATIOS
Type of Scale
Measure of
Central
Tendency
Measure of
Dispersion
Nominal
Ordinal
Interval or ratio
Mode
Median
Mean
None
Percentile/range
Standard deviation
CROSS-TABULATION
• ANALYZE DATA BY GROUPS OR
CATEGORIES
• COMPARE DIFFERENCES
• CONTINGENCY TABLE
• PERCENTAGE CROSS-TABULATIONS
• How many?
ELABORATION
AND REFINEMENT
• MODERATOR VARIABLE
• SPURIOUS RELATIONSHIP
DATA TRANSFORMATION
• DATA CONVERSION
• CHANGING THE ORIGINAL FORM OF
THE DATA INTO A NEW FORMAT
• MORE APPROPRIATE DATA ANALYSIS
• NEW VARIABLES
CALCULATING RANK ORDER
• ORDINAL DATA
• BRAND PREFERENCES
TABLES
• BANNERHEADS FOR COLUMNS
• STUDHEADS FOR ROWS
CHARTS AND GRAPHS
• PIE CHARTS
• LINE GRAPHS
• BAR CHARTS
– VERTICAL
– HORIZONTAL
100
80
60
East
40
W est
20
N orth
0
1st
2nd
3rd
4 th
Q tr
Q tr
Q tr
Q tr
COMPUTER PROGRAMS
•
•
•
•
SPSS
SAS
SYSTAT
MICROSOFT EXCEL
– (Not really a complete statistical software package)
HYPOTHESIS
AN UNPROVEN PROPOSITION OR
SUPPOSITION THAT TENTATIVELY
EXPLAINS CERTAIN FACTS OF
PHENOMENA
• NULL HYPOTHESIS
• ALTERNATIVE HYPOTHESIS
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
TESTING A HYPOTHESIS
ABOUT A MEAN
The alternative hypothesis is that
the mean does not equal 3.0:
H: µ3.0
HYPOTHESIS µ=3.0
m=3.0
_
C
Type I and Type II Errors in Hypothesis Testing
State of Null Hypothesis
in the Population
Decision
Accept H0
Reject H0
H0 is true
H0 is false
Correct--no error
Type II error
Type I error
Correct--no error
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”
Type of
Measurement
Type of
descriptive analysis
Two
categories
Nominal
More than
two categories
Frequency table
Proportion (percentage)
Frequency table
Category proportions
(percentages)
Mode
Type of
Measurement
Type of
descriptive analysis
Ordinal
Rank order
Median
Type of
Measurement
Type of
descriptive analysis
Interval
Arithmetic mean