Professional Documents
Culture Documents
14-3
Overview of Data Preparation and Analysis
14-4
Data Preparation
. . . process of converting information from a questionnaire so it can be transferred to
a data warehouse. Four Steps . . .
Data Validation
Data Entry
Data Tabulation
14-5
. . . determine if the
surveys interviews or
Data observations were
Validation conducted correctly and
free of interviewer fraud or
bias.
14-6
Fraud
Screening
Data
Validation Procedure
Process
Completeness
Courtesy
14-7
Editing
Process that checks the data for mistakes made by either the interviewer or the
respondent.
14-8
Responses to an Open-Ended Question
14-9
Coding
Grouping and assigning values to various responses from the survey instrument . .
14-10
An Illustration of a Master Code Sheet
14-11
Illustration of Response Consolidation for Open-Ended Questions
14-12
Coding open-ended questions is a four-step process
14-13
Data Entry
PC most popular
Scanner
4 Major
Ways
Touch screen
Light pen
14-14
Example of Optical Character Recognition
Questionnaire
14-15
Error Detection
14-16
SPSS Data View of Coded Values for Santa Fe
Grill Observations
14-17
Example of Data/Column List Procedure
14-18
Data . . . process of counting the number
Tabulation of observations classified into
certain categories; e.g.,
one-way tabulation or
cross-tabulation.
14-19
One-Way Tabulation Purposes:
14-20
One-way frequency table the number of respondents that
responded to each possible answer to a questions available
alternatives.
14-21
Example of One-Way Frequency Distribution
14-22
One-Way Frequency Table Illustrating Missing
Data
14-23
Cross . . . determine whether variables
Tabulation differ when compared across
sample subgroups. Results show
frequencies and percentages for
both rows and columns.
14-24
Overview of Descriptive Statistics
14-25
Data Tabulation Issues to be Considered
14-26
Descriptive Statistics
. . . summarize and describe data
obtained from a sample of
respondents.
Central
Dispersion
Tendency
14-27
. . . translation of one-way
frequency and cross-
tabulation tables into
graphs.
Graphical
Illustrations
. . . technique for
communicating research
results from preliminary
data analysis to the client.
14-28
Deli Depot Questionnaire
14-29
Deli Depot Questionnaire
(continued)
14-30
Chapter 15
Data Analysis
Learning Objectives
1. Explain measures of central tendency and dispersion.
2. Describe how to test hypotheses using univariate and bivariate statistics.
3. Apply and interpret analysis of variance (ANOVA).
4. Utilize perceptual mapping to present research findings.
15-32
Value of Testing for Differences in
Data
Common to all
marketing research projects
15-33
Measures of Central
Tendency
15-34
Measures of Central Tendency defined . . .
15-35
Measures of Central Tendency
Types of Data
15-36
Dialog Boxes for Calculating the Mean, Median and Mode
15-37
Output for Mean, Median and Mode for X25Frequency of
Eating at . . .
15-38
Measures of Dispersion
Range
Variance
15-39
Measures of Dispersion
15-40
Output Measures of Dispersion
15-41
Analyzing Relationships of
Sample Data
Purpose of inferential statistics to make a
determination about a population on the basis of a
sample.
Sample a subset of the population.
Sample statistics measures obtained directly from sample data.
Population parameter a measured characteristic of the population.
Actual population parameters are unknown since the cost to perform a census of the
population is prohibitive.
15-42
Hypothesis Testing
15-43
Hypothesis Testing
. . . a preconceived notion
that is empirically testable
but unproven, and
Hypothesis developed in order to
explain phenomena.
15-44
Hypothesis Testing
Null Hypothesis (H0) a statement that asserts the status
quo.
Alternative Hypothesis (H1)
a statement that is the opposite of the null hypothesis that the
difference in reality is not simply due to random error.
Represents the condition desired.
Null hypothesis is accepted there is no change in the
status quo.
Null hypothesis is rejected the alternative hypothesis is
accepted and the conclusion is that there has been a
change in opinions or actions.
Null hypothesis refers to a population parameter not a
sample statistic.
15-45
Hypothesis Testing
Independent samples two or more groups of
respondents that are tested as though they may come
from different populations (independent samples t-
test).
Related samples two or more groups of
respondents that originated from the sample
population (paired samples t-test).
Paired samples questions are independent but
respondents are the same.
15-46
Hypothesis Testing
First Step to develop the hypotheses that are to be
tested . . .
Developed prior to the collection of data.
Developed as part of a research plan.
Make comparisons between two groups of respondents to
determine if there are important differences between the
groups.
Important considerations in hypothesis testing are:
Magnitude of the difference between the means.
Size of the sample used to calculate the means.
15-47
Hypothesis Testing
Statistical Significance
Inference regarding the population
Type I Error made by rejecting the null hypothesis when it is true the
probability of alpha ()
Level of Significance .10, .05, or .01
15-48
Hypothesis Testing
15-49
Analyzing Relationships of
Sample Data
Univariate
and
. . . require interval or ratio data.
Bivariate
t-tests
15-51
Univariate Hypothesis Test
Using X16Reasonable Prices
15-52
Analyzing Relationships of
Sample Data
Bivariate
. . . more than one group is involved.
Hypothesis
15-53
Analyzing Relationships
of Sample Data
15-54
Bivariate Statistical Tests
15-55
Dialog Boxes for Crosstab
15-56
Example of a Cross-Tabulation: Gender by Ad Recall
15-57
Chi-Square (X2) Analysis
15-58
Chi-Square (X2) Analysis
Assesses how closely the observed frequencies fit the pattern of the
expected frequencies and is referred to as a goodness-of-fit test.
15-59
Chi-Square Analysis
Is usage of the Internet (low, moderate and
high) related to gender?
Research
Questions Do part-time and full-time workers differ in
terms of how often they are absent from work
(seldom, occasionally, frequently)?
15-60
SPSS Chi-Square Crosstab Example
15-61
Analyzing Relationships of
Sample Data
15-62
Analyzing Data Relationships
Requirements for ANOVA
dependent variable can be either interval or ratio
scaled.
independent variable is categorical.
15-63
ANOVA
15-64
ANOVA Testing Statistical Significance
15-65
Analyzing Relationships of Sample Data
ANOVA cannot identify which pairs of means are
significantly different from each other.
Must perform follow-up tests to identify the means that
are statistically different from each other. Including:
Sheff
Tukey, Duncan and Dunn
15-66
Analyzing Data Relationships
ANOVA MANOVA
(analysis of variance) (multivariate analysis of
variance)
. . . determines if three or
. . . same as ANOVA but
more means are statistically
multiple dependent variables
different from each other
can be analyzed together.
(single dependent variable)
15-67
15-68
Perceptual Maps
15-69
Perceptual Mapping
Image development
Applications
in Marketing
Research
Advertising
Distribution
15-70