Marketing Research

1. Marketing Research Aaker, Kumar, Day Eighth Edition Instructor’s Presentation Slides Marketing Research 8th Edition Aaker, Kumar, Day

2. Chapter Sixteen Fundamentals of Data Analysis Marketing Research 8th Edition Aaker, Kumar, Day

3. Data Analysis • A set of methods and techniques used to obtain information and insights from data • Helps avoid erroneous judgements and conclusions • Can constructively influence the research objectives and the research design Marketing Research 8th Edition Aaker, Kumar, Day

4. Preparing the Data for Analysis • Data editing • Coding • Statistically adjusting the data Marketing Research 8th Edition Aaker, Kumar, Day

5. Preparing the Data for Analysis (Contd.) Data Editing • Identifies omissions, ambiguities, and errors in responses • Conducted in the field by interviewer and field supervisor and by the analyst prior to data analysis Marketing Research 8th Edition Aaker, Kumar, Day

6. Preparing the Data for Analysis (Contd.) Problems Identified With Data Editing • Interviewer Error • Omissions • Ambiguity • Inconsistencies • Lack of Cooperation • Ineligible Respondent Marketing Research 8th Edition Aaker, Kumar, Day

7. Preparing the Data for Analysis (Contd.) Coding • Coding closed-ended questions involves specifying how the responses are to be entered • Open-ended questions are difficult to code • Lengthy list of possible responses is generated Marketing Research 8th Edition Aaker, Kumar, Day

8. Preparing the Data for Analysis (Contd.) Statistically Adjusting the Data + Weighting • Each response is assigned a number according to a pre-specified rule • Makes sample data more representative of target population on specific characteristics • Modifies number of cases in the sample that possess certain characteristics • Adjusts the sample so that greater importance is attached to respondents with certain characteristics Marketing Research 8th Edition Aaker, Kumar, Day

9. Preparing the Data for Analysis (Contd.) Statistically Adjusting the Data + Variable Re-specification • Existing data is modified to create new variables • Large number of variables collapsed into fewer variables • Creates variables that are consistent with study objectives • Dummy variables are used (binary, dichotomous, instrumental, quantitative variables) • Use (d-1) dummy variables to specify (d) levels of qualitative variable Marketing Research 8th Edition Aaker, Kumar, Day

10. Preparing the Data for Analysis (Contd.) Statistically Adjusting the Data + Scale Transformation • Scale values are manipulated to ensure comparability with other scales • Standardization allows the researcher to compare variables that have been measured using different types of scales • Variables are forced to have a mean of zero and a standard deviation of one • Can be done only on interval or ratio scaled data Marketing Research 8th Edition Aaker, Kumar, Day

11. Simple Tabulation • Consists of counting the number of cases that fall into various categories Use of Simple Tabulation • Determine empirical distribution (frequency distribution) of the variable in question • Calculate summary statistics, particularly the mean or percentages • Aid in "data cleaning" aspects Marketing Research 8th Edition Aaker, Kumar, Day

12. Frequency Distribution • Reports the number of responses that each question received • Organizes data into classes or groups of values • Shows number of observations that fall into each class • Can be illustrated simply as a number or as a percentage or histogram • Response categories may be combined for many questions • Should result in categories with worthwhile number of respondents Marketing Research 8th Edition Aaker, Kumar, Day

13. Descriptive Statistics • Statistics normally associated with a frequency distribution to help summarize information in the frequency table • Measures of central tendency mean, median and mode • Measures of dispersion (range, standard deviation, and coefficient of variation) • Measures of shape (skewness and kurtosis) Marketing Research 8th Edition Aaker, Kumar, Day

14. Analysis for Various Population Subgroups • Differences between means or percentages of two subgroup responses can provide insights • Difference between means is concerned with the association between two questions • Question upon which means are based are intervally scaled Marketing Research 8th Edition Aaker, Kumar, Day

15. Cross Tabulations • Statistical analysis technique to study the relationships among and between variables • Sample is divided to learn how the dependent variable varies from subgroup to subgroup • Frequency distribution for each subgroup is compared to the frequency distribution for the total sample • The two variables that are analyzed must be nominally scaled Marketing Research 8th Edition Aaker, Kumar, Day

16. Factors Influencing the Choice of Statistical Technique Type of Data • Classification of data involves nominal, ordinal, interval and ratio scales of measurement • Nominal scaling is restricted to the mode as the only measure of central tendency • Both median and mode can be used for ordinal scale • Non-parametric tests can only be run on ordinal data • Mean, median and mode can all be used to measure central tendency for interval and ratio scaled data Marketing Research 8th Edition Aaker, Kumar, Day

17. Factors Influencing the Choice of Statistical Technique (Contd.) Research Design • Dependency of observations • Number of observations per object • Number of groups being analyzed • Control exercised over variable of interest Assumptions Underlying the Test Statistic • If assumptions on which a statistical test is based are violated, the test will provide meaningless results Marketing Research 8th Edition Aaker, Kumar, Day

18. Overview of Statistical Techniques Univariate Techniques • Appropriate when there is a single measurement of each of the 'n' sample objects or there are several measurements of each of the `n' observations but each variable is analyzed in isolation • Nonmetric - measured on nominal or ordinal scale • Metric-measured on interval or ratio scale • Determine whether single or multiple samples are involved • For multiple samples, choice of statistical test depends on whether the samples are independent or dependent Marketing Research 8th Edition Aaker, Kumar, Day

19. Overview of Statistical Techniques (Contd.) Multivariate Techniques • A collection of procedures for analyzing association between two or more sets of measurements that have been made on each object in one or more samples of objects • Dependence or interdependence techniques Marketing Research 8th Edition Aaker, Kumar, Day

20. Overview of Statistical Techniques (Contd.) Multivariate Techniques (Contd.) Dependence Techniques • One or more variables can be identified as dependent variables and the remaining as independent variables • Choice of dependence technique depends on the number of dependent variables involved in analysis Marketing Research 8th Edition Aaker, Kumar, Day

21. Overview of Statistical Techniques (Contd.) Multivariate Techniques (Contd.) Interdependence Techniques • Whole set of interdependent relationships is examined • Further classified as having focus on variable or objects Marketing Research 8th Edition Aaker, Kumar, Day

22. Overview of Statistical Techniques (Contd.) Why Use Multivariate Analysis? • To group variables or people or objects • To improve the ability to predict variables (such as usage) • To understand relationships between variables (such as advertising and sales) Marketing Research 8th Edition Aaker, Kumar, Day