Essentials of Marketing ResearchEssentials of Marketing Research

Chapter 14:

Basic Data Analysis

TABULATIONTABULATION

• FREQUENCY TABLE

• PERCENTAGES

• RATIOS

Measure ofCentral Measure of

Type of Scale Tendency Dispersion

Nominal Mode NoneOrdinal Median Percentile/rangeInterval or ratio Mean Standard deviation

CROSS-TABULATIONCROSS-TABULATION

• ANALYZE DATA BY GROUPS OR CATEGORIES

• COMPARE DIFFERENCES

• CONTINGENCY TABLE

• PERCENTAGE CROSS-TABULATIONS

• How many?

ELABORATION ELABORATION AND REFINEMENTAND REFINEMENT

• MODERATOR VARIABLE

• SPURIOUS RELATIONSHIP

DATA TRANSFORMATIONDATA TRANSFORMATION

• DATA CONVERSION

• CHANGING THE ORIGINAL FORM OF

THE DATA INTO A NEW FORMAT

• MORE APPROPRIATE DATA

ANALYSIS

• NEW VARIABLES

CALCULATING RANK ORDERCALCULATING RANK ORDER

• ORDINAL DATA

• BRAND PREFERENCES

TABLESTABLES

• BANNERHEADS FOR COLUMNS

• STUDHEADS FOR ROWS

CHARTS AND GRAPHSCHARTS AND GRAPHS

• PIE CHARTS

• LINE GRAPHS

• BAR CHARTS– VERTICAL– HORIZONTAL

0

20

40

60

80

100

1st

Qtr

2nd

Qtr

3rd

Qtr

4th

Qtr

East

West

North

COMPUTER PROGRAMSCOMPUTER PROGRAMS

• SPSS

• SAS

• SYSTAT

• MICROSOFT EXCEL – (Not really a complete statistical software package)

HYPOTHESISHYPOTHESIS

AN UNPROVEN PROPOSITION OR SUPPOSITION THAT TENTATIVELY EXPLAINS CERTAIN FACTS OF PHENOMENA

• NULL HYPOTHESIS

• ALTERNATIVE HYPOTHESIS

SIGNIFICANCE LEVELSIGNIFICANCE LEVEL

• CRITICAL PROBABILITY IN CHOOSING BETWEEN THE NULL HYPOTHESIS AND THE ALTERNATIVE HYPOTHESIS

• PROBABILITY LEVEL SELECTED IS TYPICALLY .05 OR .01

• TOO LOW TO WARRANT SUPPORT FOR THE NULL HYPOTHESIS

TESTING A HYPOTHESIS TESTING A HYPOTHESIS ABOUT A MEANABOUT A MEAN

The alternative hypothesis is that the mean does not equal 3.0:

H: µ3.0

HYPOTHESIS µ=3.0HYPOTHESIS µ=3.0

Type I and Type II Errors in Hypothesis Testing

State of Null Hypothesis Decisionin the Population Accept H0 Reject H0

H0 is true Correct--no error Type I errorH0 is false Type II error Correct--no error

TESTING A HYPOTHESIS TESTING A HYPOTHESIS ABOUT A DISTRIBUTIONABOUT A DISTRIBUTION

• CHI-SQUARE TEST

• TEST FOR SIGNIFICANCE IN THE ANALYSIS OF FREQUENCY DISTRIBUTIONS

• COMPARE OBSERVED FREQUENCIES WITH EXPECTED FREQUENCIES

• “GOODNESS OF FIT”

Type ofMeasurement

Nominal

Twocategories

More thantwo categories

Frequency tableProportion (percentage)

Frequency tableCategory proportions

(percentages)Mode

Type of descriptive analysis

Type ofMeasurement

Type of descriptive analysis

Ordinal Rank orderMedian

Type ofMeasurement

Type of descriptive analysis

Interval Arithmetic mean