Fundamentals of Data Analysis Structure, Coding Frequency Distributions, Cross Tabulation Data Analysis A set of methods and techniques used to obtain information and insights from data avoid erroneous judgements and conclusions constructively influence the research objectives and the research design Helps Can <a href="/keyword/marketing-research/" >marketing research</a> 7th Edition Aaker, Kumar, Day Preparing the Data for Analysis 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 <a href="/keyword/marketing-research/" >marketing research</a> 7th Edition Aaker, Kumar, Day Preparing the Data for Analysis Problems Identified With Data Editing Interviewer Error Omissions Ambiguity Inconsistencies Lack of Cooperation Ineligible Respondent <a href="/keyword/marketing-research/" >marketing research</a> 7th Edition Aaker, Kumar, Day Preparing the Data for Analysis Statistically Adjusting the Data + Variable Respecification 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) <a href="/keyword/marketing-research/" >marketing research</a> 7th Edition Aaker, Kumar, Day Preparing the Data for Analysis 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 <a href="/keyword/marketing-research/" >marketing research</a> 7th Edition Aaker, Kumar, Day Simple Tabulation Consists of counting the number of cases that fall into various categories Determine empirical distribution (frequency distribution) of the variable in question Calculate summary statistics, particularly the mean or percentages Aid in &quot;data cleaning&quot; aspects <a href="/keyword/marketing-research/" >marketing research</a> 7th Edition Aaker, Kumar, Day 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 <a href="/keyword/marketing-research/" >marketing research</a> 7th Edition Aaker, Kumar, Day 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) Aaker, Kumar, Day <a href="/keyword/marketing-research/" >marketing research</a> 7th Edition 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 <a href="/keyword/marketing-research/" >marketing research</a> 7th Edition Aaker, Kumar, Day 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 Aaker, Kumar, Day <a href="/keyword/marketing-research/" >marketing research</a> 7th Edition Factors Influencing the Choice of Statistical Technique Type of Data 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 Aaker, Kumar, Day <a href="/keyword/marketing-research/" >marketing research</a> 7th Edition 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 Non-metric - 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 <a href="/keyword/marketing-research/" >marketing research</a> 7th Edition Aaker, Kumar, Day Overview of Statistical Techniques: Bi-variate techniques Two interval variables Correlation, regression, t-test Two nominal variables Contingency coefficient, Chi-square test Two ordinal variables Rank correlation, MW U-test, KS test <a href="/keyword/marketi...