DATA ANALYSIS
several different software packages
– 1. EXCEL
– 2. MINITAB
– 3. SPSS
• (Statistical Package for the Social Sciences)
– 4. SAS
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Data analysis
1. Preparing the data
– Coding
• open-ended responses
– Errors
• double-check data
– Omissions
• missing values
– Ambiguities, Inconsistencies, Lack of cooperation
• almost impossible to solve
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Data analysis
2. Entering the data
– Add an ID number to each questionnaire
– Create category headers at top of each column
– Enter ID as the first field
– Enter each person across
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Data analysis
ID
Q1
1 james madison university
2
Babson College
3 Frostburg State University
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Q2 Q3 Q4 Q5
1 0 2 2
1 1 6 5
1 0 7 7
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Data analysis
3. Recoding
– creating “dummy variables”
• categories (hi versus low)
– outliers
• scores between 1 and 50, one person has a 75
– standardization
• mean = 0. Useful for combining questions
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Data analysis
• First steps:
– 1. look at frequency distributions
• number of responses
– how many missing values?
• consistent with the response categories?
– make sure there are no “unreasonable” answers
• includes the full range?
– e.g, all the numbers in a 1 to 7 scale
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Univariate statistics
• Nominal measures -– Percentages
– easy to compare
• divide the # of responses
• by the total
– for example 15 of 60 = 25%
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Examples of “Output”
SPSS: Descriptive
Descriptive Statistics
N
SEX
Valid N (listwise)
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Min
747
747
.00
Max
1.00
Marketing Research
Mean
.6212
Std. Dev.
.4854
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SPSS: Frequencies (Table)
SEX
Valid
Missing
Total
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male
female
Total
System
Frequency
283
464
747
49
796
Percent
35.6
58.3
93.8
6.2
100.0
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Valid Percent
37.9
62.1
100.0
Cumulative
Percent
37.9
100.0
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SPSS: Frequencies (Statistics)
Statistics
SEX
N
Valid
Mis sing
Mean
Median
Mode
Std. Deviation
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747
49
.6212
1.0000
1.00
.4854
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SPSS: Frequencies (Chart)
SEX
500
400
300
200
100
0
male
f emale
SEX
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SPSS: Frequencies (Table)
EDUCATIO
Valid
Missing
Total
Frequency
some high school
37
completed high school
135
some college
289
college
197
masters or docctorate
95
Total
753
System
43
796
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Percent
4.6
17.0
36.3
24.7
11.9
94.6
5.4
100.0
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Valid Percent
4.9
17.9
38.4
26.2
12.6
100.0
Cumulative
Percent
4.9
22.8
61.2
87.4
100.0
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SPSS: Frequencies (Statistics)
Statistics
N
Vali d
Mis sing
Mean
Median
Mode
Std. Deviation
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EDUCATIO
753
43
3.24
3.00
3
1.04
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SPSS: Frequencies (Chart)
EDUCATIO
400
300
200
Frequency
100
Std. Dev = 1.04
Mean = 3.2
N = 753.00
0
1.0
2.0
3.0
4.0
5.0
EDUCATIO
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Univariate statistics
• Continuous measures
– Mean
• average
– Median
• middle of the range
– Mode
• most frequent response
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SPSS: Frequencies (Statistics)
DIANAID
1.00
1.06
1.07
1.11
1.11
1.17
1.21
1.26
1.29
1.32
1.37
5.00
Total
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Frequency
3
1
1
2
1
1
1
2
1
4
5
Percent
.4
.1
.1
.3
.1
.1
.1
.3
.1
.5
.6
Vali d Percent
.4
.1
.1
.3
.1
.1
.1
.3
.1
.5
.7
3
755
.4
94.8
.4
100.0
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Cum ulative
Percent
.4
.5
.7
.9
1.1
1.2
1.3
1.6
1.7
2.3
2.9
4.0
100.0
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SPSS: Frequencies (Table)
Statistics
DIANAID
N
Valid
Mis sing
Mean
Median
Mode
Std. Deviation
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755
41
3.0183
3.0000
3.00
.8590
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SPSS: Frequencies (Chart)
DIANAID
120
100
80
60
40
Std. Dev = .86
20
Mean = 3.02
N = 755.00
0
1.00
1.50
1.25
2.00
1.75
2.50
2.25
3.00
2.75
3.50
3.25
4.00
3.75
4.50
4.25
5.00
4.75
DIANAID
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The End
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