Using Microsoft Excel for
Marketing Research
By
William G. Zikmund
TITLE BAR
MENU BAR
STANDARD TOOLBAR
FORMATTING TOOLBAR
FORMULA BAR
ACTIVE CELL
PASTE FUNCTION
TOOLS MENU
The Paste Function Provides
Numerous Statistical Operations
The Statistical Function Category
Data Analysis Dialog Box
• Click on “Tools”
• Select “Data Analysis”
• Select statistical operation
– such as Histogram
Functions
• Functions are predefined formulas for
mathematical operations
• They perform calculations by using
specific values, called arguments
• Arguments indicate data or a range of
cells
• Arguments are performed, in a
particular order, called the syntax
Functions
• Functions are predefined formulas for
mathematical operations
• They perform calculations by using
specific values, called arguments
• Arguments are performed, in a
particular order, called the syntax
• For example, the SUM function adds
values or ranges of cells
Easy to Use Paste Functions
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•
•
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AVERAGE (MEAN)
MEDIAN
MODE
SUM
STANDARD DEVIATION
Functions
• The syntax of a function begins with the
function name
• followed by an opening parenthesis
• the arguments for the function
• separated by commas
• a closing parenthesis.
• If the function starts a formula, an equal
sign (=) is typed before the function
name
The Equal Sign Then The
Function Name And Arguments
• =FUNCTION (Argument1)
• =FUNCTION (Argument1,Argument2)
Arguments
• Typical arguments are numbers, text,
arrays, and cell references
• Arguments can also be constants,
formulas, or other functions
The AVERAGE Function
Located in the Statistical Category
Data Array
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•
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The data appear in cells A2 through 14
A2:A14
Sometimes written with dollars signs
$A$2:$A$14
Sum, Average, and Standard
Deviation
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=FUNCTION (Argument1)
=SUM(A2:A9)
=AVERAGE(A2:A9)
=STDEVA(A2:A9)
SUM Function
Sales Call Example
X  SUM ( A2 : A9)
AVERAGE (Mean) Function
Sales Call Example
Xi
X
 AVERAGE( A2 : A9)
n
Standard Deviation Function
Sales Call Example
sx 
  x x 
n 1
2
 STDEVA( A 2 : A 9 )
Proportion
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•
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=COUNT
=COUNTIF
DIVIDE COUNTIF BY COUNT
=D3/D2
Frequency Distributions
• There are alternative ways of
constructing frequency distributions
• COUNTIF function
• HISTOGRAM function
=COUNTIF(A6:A134,1)
=D4/D9*100
Histogram Function
• Tools -Data Analysis-Histogram
• Bins
The bins are the
frequency categories
Insert Input and Bin Ranges
Text Labels Can Be Included or
Excluded From Input Range
The Chart Wizard
The Descriptive Statistics
Function
SEVERAL ROWS OF DATA ARE HIDDEN
SEVERAL ROWS OF DATA ARE HIDDEN
Correlation
Correlation Coefficient, r = .75
Correlation: Player Salary and Ticket
Price
30
20
10
0
-10
-20
Change in Ticket
Price
Change in
Player Salary
1995
1996
1997
1998
1999 2000
2001
Regression Analysis