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Essentials of Marketing Research William G. Zikmund

Essentials of Marketing Research William G. Zikmund. Chapter 14: Basic Data Analysis. Tabulation. Frequency table Percentages. Measure of Central Measure of Type of Scale Tendency Dispersion Nominal Mode None Ordinal Median Percentile

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Essentials of Marketing Research William G. Zikmund

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  1. Essentials of Marketing ResearchWilliam G. Zikmund Chapter 14: Basic Data Analysis

  2. Tabulation • Frequency table • Percentages

  3. Measure of Central Measure of Type of Scale Tendency Dispersion Nominal Mode None Ordinal Median Percentile Interval or ratio Mean Standard deviation

  4. CROSS-TABULATION • Analyze data by groups or categories • Compare differences • Contingency table • Percentage cross-tabulations

  5. ELABORATION AND REFINEMENT • Moderator variable • Spurious relationship

  6. Data Transformation • A.K.A data conversion • Changing the original form of the data to a new format • More appropriate data analysis • New variables

  7. CALCULATING RANK ORDER • Ordinal data • Brand preferences

  8. TABLES • Bannerheads for columns • Studheads for rows

  9. Charts and Graphs • Pie charts • Line graphs • Bar charts • Vertical • Horizontal

  10. Line Graph

  11. Bar Graph

  12. WebSurveyor Bar Chart

  13. Computer Programs • SPSS • SAS • SYSTAT • Microsoft Excel • WebSurveyor

  14. Type of Measurement Type of descriptive analysis Frequency table Proportion (percentage) Frequency table Category proportions (percentages) Mode Two categories Nominal More than two categories

  15. Type of Measurement Type of descriptive analysis Ordinal Rank order Median

  16. Type of Measurement Type of descriptive analysis Interval Arithmetic mean

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