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1、ExploringMarketingResearchWilliamG Zikmund Chapter20 BasicDataAnalysis DescriptiveAnalysis Thetransformationofrawdataintoaformthatwillmakethemeasytounderstandandinterpret rearranging ordering andmanipulatingdatatogeneratedescriptiveinformation Copyright 2000byHarcourt Inc Allrightsreserved TypeofMea
2、surement Nominal Twocategories Morethantwocategories FrequencytableProportion percentage FrequencytableCategoryproportions percentages Mode Typeofdescriptiveanalysis TypeofMeasurement Typeofdescriptiveanalysis Ordinal RankorderMedian TypeofMeasurement Typeofdescriptiveanalysis Interval Arithmeticmea
3、n TypeofMeasurement Typeofdescriptiveanalysis Ratio IndexnumbersGeometricmeanHarmonicmean Tabulation Tabulation OrderlyarrangementofdatainatableorothersummaryformatFrequencyTablePercentages Copyright 2000byHarcourt Inc Allrightsreserved FrequencyTable Thearrangementofstatisticaldatainarow and column
4、formatthatexhibitsthecountofresponsesorobservationsforeachcategoryassignedtoavariable Copyright 2000byHarcourt Inc Allrightsreserved MeasureofCentralMeasureofTypeofScaleTendencyDispersionNominalModeNoneOrdinalMedianPercentileIntervalorratioMeanStandarddeviation CentralTendency Cross Tabulation Atech
5、niquefororganizingdatabygroups categories orclasses thusfacilitatingcomparisons ajointfrequencydistributionofobservationsontwoormoresetsofvariablesContingencytable Theresultsofacross tabulationoftwovariables suchassurveyquestions Copyright 2000byHarcourt Inc Allrightsreserved Cross Tabulation Analyz
6、edatabygroupsorcategoriesComparedifferencesContingencytablePercentagecross tabulations Copyright 2000byHarcourt Inc Allrightsreserved Base Thenumberofrespondentsorobservations inaroworcolumn usedasabasisforcomputingpercentages Copyright 2000byHarcourt Inc Allrightsreserved ElaborationandRefinement M
7、oderatorvariableAthirdvariablethat whenintroducedintoananalysis altersorhasacontingenteffectontherelationshipbetweenanindependentvariableandadependentvariable SpuriousrelationshipAnapparentrelationshipbetweentwovariablesthatisnotauthentic Copyright 2000byHarcourt Inc Allrightsreserved QuadrantAnalys
8、is Tworatingscales 4quadrantstwo dimensionaltable Importance PerformanceAnalysis DataTransformation DataconversionChangingtheoriginalformofthedatatoanewformatMoreappropriatedataanalysisNewvariables Copyright 2000byHarcourt Inc Allrightsreserved DataTransformation SummativeScore VAR1 VAR2 VAR3 Copyri
9、ght 2000byHarcourt Inc Allrightsreserved CollapsingaFive PointScale StronglyAgreeAgreeNeitherAgreenorDisagreeDisagreeStronglyDisagree StronglyAgree AgreeNeitherAgreenorDisagreeDisagree StronglyDisagree Copyright 2000byHarcourt Inc Allrightsreserved IndexNumbers Scoreorobservationrecalibratedtoindica
10、tehowitrelatestoabasenumberCPI ConsumerPriceIndex Copyright 2000byHarcourt Inc Allrightsreserved CalculatingRankOrder OrdinalDataBrandPreferences Copyright 2000byHarcourt Inc Allrightsreserved Tables BannerheadsforcolumnsStudheadsforrows Copyright 2000byHarcourt Inc Allrightsreserved ChartsandGraphs
11、 PieChartsLineGraphsBarChartsVerticalHorizontal Copyright 2000byHarcourt Inc Allrightsreserved Copyright 2000byHarcourt Inc Allrightsreserved Copyright 2000byHarcourt Inc Allrightsreserved LineGraph Copyright 2000byHarcourt Inc Allrightsreserved BarGraph ComputerPrograms SPSSSASSYSTATMicrosoftExcel
12、Copyright 2000byHarcourt Inc Allrightsreserved ComputerPrograms BoxandWhiskerPlotsInterquartilerange midspreadOutlier Copyright 2000byHarcourt Inc Allrightsreserved Interpretation Theprocessofmakingpertinentinferencesanddrawingconclusionsconcerningthemeaningandimplicationsofaresearchinvestigation Copyright 2000byHarcourt Inc Allrightsreserved
