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Basic Data Analysis: Descriptive Statistics

Basic Data Analysis: Descriptive Statistics. Coding Data and the Data Code Book. Data entry refers to the creation of a computer file that holds the raw data taken from all of the questionnaires deemed suitable for analysis

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Basic Data Analysis: Descriptive Statistics

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  1. Basic Data Analysis:Descriptive Statistics

  2. Coding Data and the Data Code Book • Data entryrefers to the creation of a computer file that holds the raw data taken from all of the questionnaires deemed suitable for analysis • Data codingrefers to the identification of codes that pertain to the possible responses for each question on the questionnaire • Data code bookidentifies all of the variable names and code numbers associated with each possible response to each question that makes up the data set

  3. 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

  4. 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

  5. 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

  6. 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

  7. Why is Statistical Analysis Used? • Why Use Statistical Analysis? • To interpret these patterns • The majority of Gateway buyers pay $2,500 or less

  8. 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 PC’s

  9. Types of Statistical Analyses Used in Marketing Research • Statistical Analysis:

  10. Types of Statistical Analyses Used in Marketing Research • Five Types of Statistical Analysis: • Descriptive analysis: used to describe the data set • Inferential analysis: used to generate conclusions about the population’s characteristics based on the sample data

  11. Types of Statistical Analyses Used in Marketing Research • Differences analysis: used to compare the mean of the responses of one group to that of another group • Associative analysis: determines the strength and direction of relationships between two or more variables

  12. Types of Statistical Analyses Used in Marketing Research • Predictive analysis: allows one to make forecasts for future events

  13. 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

  14. 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

  15. 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

  16. Understanding Data Via Descriptive Analysis • Measures of Variability:

  17. When to Use a Particular Statistic

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