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Basic Data Analysis:Descriptive Statistics
Planning for Data Analysis
Outline for Data Analysis Plan
1. Select appropriate software.
2. Conduct preanalytical steps.
3. Identify specific statistical procedures.
4. Identify summary tables, graphs and outlines to organize results.
Analytical Plan
Analytical Plan Driven by:
1. Purpose/Objectives of Research
exploratory
descriptive/predictive
causal
2. Nature and Properties of the Technique Itself specification of the relationship
the number of variables
level of measurement
assumptions of technique
Sample Windows and Menus in SPSS for Windows
Sample Windows and Menus in SPSS for Windows, continued
Pre-analytical Steps,
Description, & Related Issues
Basic Analytical Framework for Business Research
Key Questions Pertaining to Planning the Pre-analytical and Analytical Processes
Types of Statistical Analyses Used in Marketing Research
Data summarization: the process of describing a data matrix by computing a small number of measures that characterize the data set
Types of Statistical Analyses Used in Marketing Research
Four functions of data summarization:
Summarizes the data
Applies understandable conceptualizations
Communicates underlying patterns
Generalizes sample findings to the population
Why is Statistical Analysis Used?
Why Use Statistical Analysis?
To summarize data
The average price of a Gateway PC is $2,489
The low is $999, and the high is $4,678: this is the range
The mode is $2,200
Why is Statistical Analysis Used?
Why Use Statistical Analysis?
To show basic patterns in the data
30% buys at $1,500 or less
50% buys at between $2,500 and $1,500
20% buys at $2,500 or more
Why is Statistical Analysis Used?
Why Use Statistical Analysis?
To interpret these patterns
The majority of Gateway buyers pay $2,500 or less
Why is Statistical Analysis Used?
Why Use Statistical Analysis?
To generalize the patterns to the population
95% of all Gateway buyers pay between $2,000 and $3,000 for their PCs
Types of Statistical Analyses Used in Marketing Research
Statistical Analysis:
Types of Statistical Analyses Used in Marketing Research
Five Types of Statistical Analysis:
1. Descriptive analysis: used to describe the data set
2. Inferential analysis: used to generate conclusions about the populations characteristics based on the sample data
Types of Statistical Analyses Used in Marketing Research3. Differences analysis: used to compare
the mean of the responses of one group to that of another group
4. Associative analysis: determines the strength and direction of relationships between two or more variables
Types of Statistical Analyses Used in Marketing Research5. Predictive analysis: allows one to
make forecasts for future events
Understanding Data Via Descriptive Analysis
Two sets of descriptive measures:
Measures of central tendency: used to report a single piece of information that describes the most typical response to a question
Measures of variability: used to reveal the typical difference between the values in a set of values
Understanding Data Via Descriptive Analysis
Measures of Central Tendency:
Mode: the value in a string of numbers that occurs most often
Median: the value whose occurrence lies in the middle of a set of ordered values
Mean: sometimes referred to as the arithmetic mean; the average value characterizing a set of numbers
Understanding Data Via Descriptive Analysis
Measures of Variability:
Frequency distribution reveals the number (percent) of occurrences of each number or set of numbers
Range identifies the maximum and minimum values in a set of numbers
Standard deviation indicates the degree of variation in a way that can be translated into a bell-shaped curve distribution
Understanding Data Via Descriptive Analysis
Measures of Variability:
When to Use a Particular Statistic