1 / 16

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

kueng
Download Presentation

Essentials of Marketing Research William G. Zikmund

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  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

More Related