Chapter 16 - Fundamentals of data analysis. In this chapter, the following content will be discussed: Data analysis, data editing, coding, statistically adjusting the data, simple tabulation, frequency distribution,...
Trang 2Fundamentals of Data
Analysis
Marketing Research 12th Edition
Trang 3• Data editing
• Coding
• Statistically adjusting the data
Trang 5• Coding closedended questions involves specifying how the responses are to be entered
• Openended questions are difficult to code
▫Lengthy list of possible responses is generated
Trang 9• Consists of counting the number of cases that fall into various categories
Trang 10• Can be illustrated simply as a number or as a
percentage or histogram
• Response categories may be combined for many questions
• Should result in categories with worthwhile
number of respondents Marketing Research 12th Edition
Trang 11Frequency Distribution
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Trang 14▫ Classification of data involves nominal, ordinal, interval and ratio scales of measurement
▫ Nominal scaling is restricted in that mode is the only meaningful measure of central tendency
Trang 17▫Determine whether single or multiple samples are involved
▫For multiple samples, choice of statistical test
Marketing Research 12th Edition
Trang 18Marketing Research 12th Edition
Trang 19Multivariate Techniques
• A collection of procedures for analyzing association between two or more sets of measurements that have been made on each object in
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