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McGraw-Hill/IrwinCopyright © 00! "y #he McGraw-Hill Co$panies, Inc% &ll
Rights Reser'ed%
Chapter 16Chapter 16
Exploring,Exploring,
Displaying, andDisplaying, and
Examining DataExamining Data
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16-2
Learning Objectives
Understand . . .
• That exploratory data analysis techniqes
provide insights and data diagnostics by
e!phasi"ing visal representations o# the data.• $o% cross-tablation is sed to exa!ine
relationships involving categorical variables&
serves as a #ra!e%or' #or later statistical testing&and !a'es an e##icient tool #or data visali"ation
and later decision-!a'ing.
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16-(
)lse)oint* +esearch +evelation
67The percent o# college stdents %ho
see nothing nethical abot s%apping
or do%nloading digital copyrighted
#iles ,so#t%are& !sic& !ovies %ithot
paying #or the!.
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16-
+esearch /ales the Unexpected
“It is precisely because the unexpected jolts usout of our preconceived notions, our
assumptions, our certainties, that it is such a
fertile source of innovation.”
)eter 0rc'er& athor Innovation and Entrepreneurship
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16-
+esearcher 'ill 3!proves 0ata
0iscovery
004 is a global player
in research services. 5s
this ad proclai!s& yo
can psh data into ate!plate and get the job
done&7 bt yo are
nli'ely to !a'e
discoveries sing that
process.
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16-6
8xploratory 0ata 5nalysis
9on#ir!atory8xploratory
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16-:
0ata 8xploration& 8xa!ination&
and 5nalysis in the +esearch )rocess
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16-;
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16-=
>ar 9hart
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16-1?
)ie 9hart
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16-11
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16-12
$istogra!
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te!-and-Lea# 0isplay
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)areto 0iagra!
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>oxplot 9o!ponents
16 16
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16-16
0iagnostics %ith >oxplots
16 1:
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16-1:
>oxplot 9o!parison
16 1;
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16-1;
@apping
16 1=
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16-1=
Aeograph* 0igital 9a!era O%nership
16 2?
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16-2?
) 9ross-Tablation
16 21
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16-21
)ercentages in 9ross-Tablation
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16-22
Aidelines #or Using )ercentages
5veraging percentages 5veraging percentages
Use o# too large percentagesUse o# too large percentages
Using too s!all a baseUsing too s!all a base
)ercentage decreases can
never exceed 1??B
)ercentage decreases can
never exceed 1??B
16 2(
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16-2(
9ross-Tablation
%ith 9ontrol and Cested /ariables
16 2
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16-2 5to!atic 3nteraction 0etection
,530
16 2
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16-2
8xploratory 0ata 5nalysis
This >ooth +esearch
ervices ad sggests that
the researcherDs role is to!a'e sense o# data
displays.
Areat data exploration and
analysis delivers insight
#ro! data.
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16-26
Eey Ter!s
• 5to!atic interactiondetection ,530
• >oxplot
• 9ell• 9on#ir!atory data
analysis
•9ontingency table• 9ontrol variable
• 9ross-tablation
• 8xploratory data
analysis ,805
•
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McGraw-Hill/IrwinCopyright © 00! "y #he McGraw-Hill Co$panies, Inc% &ll
Rights Reser'ed%
"or#ing $ith
Data %ables
1 2:
16-2;
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Original 0ata Table
Or grate#l appreciation to eMarketer #or the se o# their table.
16-2=
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16 2=
5rranged by pending
16-(?
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16 (?
5rranged by Co. o# )rchases
16-(1
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16 (1
5rranged by 5vg. Transaction& $ighest
16-(2
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16 (2
5rranged by 5vg. Transaction& Lo%est
