Session 7 data analysis

1. SESSION 7
DATA ANALYSIS
Chapter 15: Data Preparation and Description
Chapter 16: Exploring, Displaying, and
Examining Data
RESEARCH
METHODOLOGY

2. CHAPTER 16
Data Preparation and Description
Learning Objectives:
• The importance of editing the collected raw data to detect
errors and omissions.
• How coding is used to assign number and other symbols to
answers and to categorize responses.
• The use of content analysis to interpret and summarize open
questions.
• Problems with and solutions for “don’t know” responses and
handling missing data.
• The options for data entry and manipulation.

3. 15-3
Data Preparation
in the Research Process

4. 15-4
Monitoring
Online Survey Data
Online surveys need
special editing attention.
CfMC provides software
and support to research
suppliers to prevent
interruptions from
damaging data .

5. 15-5
Editing
Criteria
Consistent
Uniformly
entered
Arranged for
simplification
Complete
Accurate

6. 15-6
Field Editing
Speed without accuracy won’t help
the manager choose the right
direction.
•Field editing review
•Entry gaps identified
•Callbacks made
•Validate results

7. 15-7
Central Editing
Be familiar with instructions
given to interviewers and coders
Do not destroy the original entry
Make all editing entries identifiable and in
standardized form
Initial all answers changed or supplied
Place initials and date of editing
on each instrument completed

8. 15-8
Sample Codebook

9. 15-9
Precoding

10. 15-10
Coding
Open-Ended Questions
6. What prompted you to purchase your
most recent life insurance policy?
_______________________________
_______________________________
_______________________________
_______________________________
_______________________________
_______________________________
_______________________________
_______________________________

11. 15-11
Coding Rules
Categories
should be
Appropriate to the
research problem
Exhaustive
Mutually exclusive
Derived from one
classification principle

12. 15-12
Content Analysis
QSR’s XSight
software for content
analysis.

13. 15-13
Content Analysis

14. 15-14
Types of Content Analysis
Syntactical
Propositional
Referential
Thematic

15. 15-15
Open-Question Coding
Locus of
Responsibility Mentioned
Not
Mentioned
A. Company
_____________
___________
_______________
_________
B. Customer
_____________
___________
_______________
_________
C. Joint Company-
Customer
_____________
___________
_______________
_________
F. Other
_____________
___________
_______________
_________
Locus of
Responsibility
Frequency (n =
100)
A. Management
1. Sales manager
2. Sales process
3. Other
4. No action area
identified
B. Management
1. Training
C. Customer
1. Buying processes
2. Other
3. No action area
identified
D. Environmental
conditions
E. Technology
F. Other
10
20
7
3
15
12
8
5
20

16. 15-16
Handling “Don’t Know”
Responses
Question: Do you have a productive relationship with your
present salesperson?
Years of
Purchasing Yes No Don’t Know
Less than 1 year 10% 40% 38%
1 – 3 years 30 30 32
4 years or more 60 30 30
Total
100%
n = 650
100%
n = 150
100%
n = 200

17. 15-17
Data Entry
Database
Programs
Optical
Recognition
Digital/
Barcodes
Voice
recognition
Keyboarding

18. 15-18
Missing Data
Listwise Deletion
Pairwise Deletion
Replacement

19. 15-19
Key Terms
• Bar code
• Codebook
• Coding
• Content analysis
• Data entry
• Data field
• Data file
• Data preparation
• Data record
• Database
• Don’t know response
• Editing
• Missing data
• Optical character
recognition
• Optical mark recognition
• Precoding
• Spreadsheet
• Voice recognition

20. Appendix 15a
Describing Data
Statistically
McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All Rights Reserved.

21. 15-21
Frequencies
Unit Sales
Increase
(%) Frequency Percentage
Cumulative
Percentage
5
6
7
8
9
Total
1
2
3
2
1
9
11.1
22.2
33.3
22.2
11.1
100.0
11.1
33.3
66.7
88.9
100
Unit Sales
Increase
(%) Frequency Percentage
Cumulative
Percentage
Origin, foreign
(1)
6
7
8
1
2
2
11.1
22.2
22.2
11.1
33.3
55.5
Origin, foreign
(2)
5
6
7
9
Total
1
1
1
1
9
11.1
11.1
11.1
11.1
100.0
66.6
77.7
88.8
100.0
A
B

22. 15-22
Distributions

23. 15-23
Characteristics of Distributions

24. 15-24
Measures of Central Tendency
Mean ModeMedian

25. 15-25
Measures of Variability
Interquartile
range
Quartile
deviation
Range
Standard
deviation
Variance

26. 15-26
Summarizing Distribution Shape

27. 15-27
Variable Population Sample
Mean µ X
Proportion  p
Variance 2
s2
Standard deviation  s
Size N n
Standard error of the mean x Sx
Standard error of the proportion p Sp
__
_
Symbols

28. 15-28
Key Terms
• Central tendency
• Descriptive statistics
• Deviation scores
• Frequency distribution
• Interquartile range (IQR)
• Kurtosis
• Median
• Mode
• Normal distribution
• Quartile deviation (Q)
• Skewness
• Standard deviation
• Standard normal
distribution
• Standard score (Z score)
• Variability
• Variance

29. CHAPTER 16
Exploring, Displaying, and Examining Data
Learning Objectives:
• That exploratory data analysis techniques provide insights and
data diagnostics by emphasizing visual representations of the
data.
• How cross-tabulation is used to examine relationships
involving categorical variables, serves as a framework for later
statistical testing, and makes an efficient tool for data
visualization and later decision-making

30. 16-30
Exploratory Data Analysis
ConfirmatoryExploratory

31. 16-31
Data Exploration, Examination, and
Analysis in the Research Process

32. 16-32
Frequency of Ad Recall
Value Label Value Frequency Percent Valid Cumulative
Percent Percent

33. 16-33
Bar Chart

34. 16-34
Pie Chart

35. 16-35
Frequency Table

36. 16-36
Histogram

37. 16-37
Stem-and-Leaf Display
455666788889
12466799
02235678
02268
24
018
3
1
06
3
36
3
6
8
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21

38. 16-38
Pareto Diagram

39. 16-39
Boxplot Components

40. 16-40
Diagnostics with Boxplots

41. 16-41
Boxplot Comparison

42. 16-42
Mapping

43. 16-43
Geograph:
Digital Camera Ownership

44. 16-44
SPSS Cross-Tabulation

45. 16-45
Percentages in
Cross-Tabulation

46. 16-46
Guidelines for Using Percentages
Averaging percentages
Use of too large percentages
Using too small a base
Percentage decreases can never
exceed 100%

47. 16-47
Cross-Tabulation with Control and
Nested Variables

48. 16-48
Automatic Interaction Detection (AID)

49. 16-49
Exploratory Data Analysis
This Booth Research Services
ad suggests that the
researcher’s role is to make
sense of data displays.
Great data exploration and
analysis delivers insight from
data.

50. 16-50
Key Terms
• Automatic interaction
detection (AID)
• Boxplot
• Cell
• Confirmatory data
analysis
• Contingency table
• Control variable
• Cross-tabulation
• Exploratory data analysis
(EDA)
• Five-number summary
• Frequency table
• Histogram
• Interquartile range (IQR)
• Marginals
• Nonresistant statistics
• Outliers
• Pareto diagram
• Resistant statistics
• Stem-and-leaf display

51. Working with
Data Tables
McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All Rights Reserved.

52. 16-52
Original Data Table
Our grateful appreciation to eMarketer for the use of their table.

53. 16-53
Arranged by Spending

54. 16-54
Arranged by
No. of Purchases

55. 16-55
Arranged by Avg. Transaction, Highest

56. 16-56
Arranged by Avg. Transaction, Lowest

57. REFERENCES: