ExploringMarketingResearchWilliamG Zikmund Chapter20 BasicDataAnalysis DescriptiveAnalysis Thetransformationofrawdataintoaformthatwillmakethemeasytounderstandandinterpret rearranging ordering andmanipulatingdatatogeneratedescriptiveinformation Copyright 2000byHarcourt Inc Allrightsreserved TypeofMeasurement Nominal Twocategories Morethantwocategories FrequencytableProportion percentage FrequencytableCategoryproportions percentages Mode Typeofdescriptiveanalysis TypeofMeasurement Typeofdescriptiveanalysis Ordinal RankorderMedian TypeofMeasurement Typeofdescriptiveanalysis Interval Arithmeticmean TypeofMeasurement Typeofdescriptiveanalysis Ratio IndexnumbersGeometricmeanHarmonicmean Tabulation Tabulation OrderlyarrangementofdatainatableorothersummaryformatFrequencyTablePercentages Copyright 2000byHarcourt Inc Allrightsreserved FrequencyTable Thearrangementofstatisticaldatainarow and columnformatthatexhibitsthecountofresponsesorobservationsforeachcategoryassignedtoavariable Copyright 2000byHarcourt Inc Allrightsreserved MeasureofCentralMeasureofTypeofScaleTendencyDispersionNominalModeNoneOrdinalMedianPercentileIntervalorratioMeanStandarddeviation CentralTendency Cross Tabulation Atechniquefororganizingdatabygroups categories orclasses thusfacilitatingcomparisons ajointfrequencydistributionofobservationsontwoormoresetsofvariablesContingencytable Theresultsofacross tabulationoftwovariables suchassurveyquestions Copyright 2000byHarcourt Inc Allrightsreserved Cross Tabulation AnalyzedatabygroupsorcategoriesComparedifferencesContingencytablePercentagecross tabulations Copyright 2000byHarcourt Inc Allrightsreserved Base Thenumberofrespondentsorobservations inaroworcolumn usedasabasisforcomputingpercentages Copyright 2000byHarcourt Inc Allrightsreserved ElaborationandRefinement ModeratorvariableAthirdvariablethat whenintroducedintoananalysis altersorhasacontingenteffectontherelationshipbetweenanindependentvariableandadependentvariable SpuriousrelationshipAnapparentrelationshipbetweentwovariablesthatisnotauthentic Copyright 2000byHarcourt Inc Allrightsreserved QuadrantAnalysis Tworatingscales 4quadrantstwo dimensionaltable Importance PerformanceAnalysis DataTransformation DataconversionChangingtheoriginalformofthedatatoanewformatMoreappropriatedataanalysisNewvariables Copyright 2000byHarcourt Inc Allrightsreserved DataTransformation SummativeScore VAR1 VAR2 VAR3 Copyright 2000byHarcourt Inc Allrightsreserved CollapsingaFive PointScale StronglyAgreeAgreeNeitherAgreenorDisagreeDisagreeStronglyDisagree StronglyAgree AgreeNeitherAgreenorDisagreeDisagree StronglyDisagree Copyright 2000byHarcourt Inc Allrightsreserved IndexNumbers ScoreorobservationrecalibratedtoindicatehowitrelatestoabasenumberCPI ConsumerPriceIndex Copyright 2000byHarcourt Inc Allrightsreserved CalculatingRankOrder OrdinalDataBrandPreferences Copyright 2000byHarcourt Inc Allrightsreserved Tables BannerheadsforcolumnsStudheadsforrows Copyright 2000byHarcourt Inc Allrightsreserved ChartsandGraphs PieChartsLineGraphsBarChartsVerticalHorizontal Copyright 2000byHarcourt Inc Allrightsreserved Copyright 2000byHarcourt Inc Allrightsreserved Copyright 2000byHarcourt Inc Allrightsreserved LineGraph Copyright 2000byHarcourt Inc Allrightsreserved BarGraph ComputerPrograms SPSSSASSYSTATMicrosoftExcel Copyright 2000byHarcourt Inc Allrightsreserved ComputerPrograms BoxandWhiskerPlotsInterquartilerange midspreadOutlier Copyright 2000byHarcourt Inc Allrightsreserved Interpretation Theprocessofmakingpertinentinferencesanddrawingconclusionsconcerningthemeaningandimplicationsofaresearchinvestigation Copyright 2000byHarcourt Inc Allrightsreserved