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Marketing Research 2

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- 1. Chapter 15 Basic Data Analysis: Descriptive Statistics
- 2. 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 • Data coding: refers to the identification of codes that pertain to the possible responses for each question on the questionnaire • Data code book: identifies 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 Reduction • Data reduction: the process of describing a data matrix by computing a small number of measures that characterize the data set • Four functions of data reduction: • Summarizes the data • Applies understandable conceptualizations • Communicates underlying patterns • Generalizes sample findings to the population
- 4. Types of Statistical Analyses Used in Marketing Research Statistical Analysis
- 5. Types of Statistical Analyses Used in Marketing Research Statistical Analysis • 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 • 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 • Predictive analysis: allows one to make forecasts for future events
- 6. 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
- 7. 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
- 8. 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
- 9. Understanding Data Via Descriptive Analysis Measures of Variability…cont.
- 10. When to Use a Particular Descriptive Measure

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