Coding Data and the Data Code Book • Data entry refers to the creation of a computer file that holds the raw data taken from all of the questionnaires deemed suitable for analysis • Data
Trang 1Basic Data Analysis: Descriptive Statistics
Trang 2Coding Data and the Data Code
Book
• Data entry refers to the creation of a
computer file that holds the raw data
taken from all of the questionnaires
deemed suitable for analysis
• Data coding refers to the identification
of codes that pertain to the possible
responses for each question on the
questionnaire
• Data code book identifies all of the
Trang 4Types of Statistical Analyses Used in Marketing Research
describing a data matrix by
computing a small number of
measures that characterize the data set
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• Four functions of data summarization:
– Summarizes the data
– Applies understandable
conceptualizations – Communicates underlying patterns – Generalizes sample findings to the population
Trang 6Why is Statistical Analysis
Used?
• Why Use Statistical Analysis?
– To summarize data
• The average price of a Gateway PC
is $2,489
• The low is $999, and the high is
$4,678: this is the range
• The mode is $2,200
Trang 7Why is Statistical Analysis
Used?
• Why Use Statistical Analysis?
– To show basic patterns in the data
• 30% buys at $1,500 or less
• 50% buys at between $2,500 and
$1,500
• 20% buys at $2,500 or more
Trang 8Why is Statistical Analysis
Used?
• Why Use Statistical Analysis?
– To interpret these patterns
• The majority of Gateway buyers pay
$2,500 or less
Trang 9Why is Statistical Analysis
Used?
• Why Use Statistical Analysis?
– To generalize the patterns to the
population
• 95% of all Gateway buyers pay between $2,000 and $3,000 for their PC’s
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• Statistical Analysis:
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• Five Types of Statistical Analysis:
describe the data set
generate conclusions about the population’s characteristics based
on the sample data
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compare the mean of the responses of one group to that of another group
the strength and direction of relationships between two or
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make forecasts for future events
Trang 14Understanding Data Via Descriptive Analysis
• Two sets of descriptive measures:
used to report a single piece of information that describes the most typical response to a question
reveal the typical difference
Trang 15Understanding Data Via Descriptive Analysis
• Measures of Central Tendency:
– Mode: the value in a string of numbers that occurs most often
– Median: the value whose occurrence lies
in the middle of a set of ordered values – Mean: sometimes referred to as the
“arithmetic mean”; the average value characterizing a set of numbers
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• Measures of Variability:
– Frequency distribution reveals the
number (percent) of occurrences of each number or set of numbers
– Range identifies the maximum and
minimum values in a set of numbers – Standard deviation indicates the degree
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• Measures of Variability:
Trang 18When to Use a Particular
Statistic