# 11 - q qChapter 11Master Click to edit 9/13/11 subtitle...

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Click to edit Master subtitle style 9/13/11 Basic data analysis for quantitative research Chapter 11

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Marketing Research for Managerial Decision Making The Marketing Research Process and Proposal Designing the Marketing Research Project Secondary Data, Literature Exploratory and Observational Research Descriptive and Causal Research Gathering and Collecting Accurate Data Sampling: Theory & Methods Measurement and Scaling Designing the Questionnaire Qualitative Data Analysis Quantitative Data Analysis Communicating Marketing Research Findings organizing Framework
9/13/11 Learning Objectives Explain measures of central tendency and dispersion Describe how to test hypotheses using univariate and bivariate statistics Apply and interpret analysis of variance Utilize perceptual mapping to present research findings

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9/13/11 Statistical Analysis Every set of data collected needs some summary information developed that describes the numbers it contains Central tendency and dispersion Relationships of the sample data Hypothesis testing
9/13/11 Measures of Central Tendency Mean Median Mode

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9/13/11 Measures of Central Tendency: Mean The arithmetic mean (often just called “mean”) is the most common measure of central tendency For a sample of size n: Sample size n X X X n X X n 2 1 n 1 i i + + + = = = Observed values
9/13/11 Measures of Central Tendency: Mean Most common measure of central tendency Affected by extreme values (outliers) 0 1 2 3 4 5 6 7 8 9 10 Mean = 3 0 1 2 3 4 5 6 7 8 9 10 Mean = 4 3 5 15 5 5 4 3 2 1 = = + + + + 4 5 20 5 10 4 3 2 1 = = + + + +

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9/13/11 Measures of Central Tendency: Median In an ordered array, the median is the “middle” number (50% above, 50% below) 0 1 2 3 4 5 6 7 8 9 10 Median = 3 0 1 2 3 4 5 6 7 8 9 10 Median = 3
9/13/11 Measures of Central Tendency: Median The location of the median when the values are in numerical order (smallest to largest): If the number of values is odd, the median is the middle number data ordered the in position 2 1 n position Median + =

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9/13/11 Measures of Central Tendency: Mode Value that occurs most often Not affected by extreme values Used for either numerical or categorical data There may be no mode or several modes 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 Mode = 9 0 1 2 3 4 5 6 No Mode
9/13/11 Measures of Central Tendency House Prices: \$2,000,000 \$500,000 \$300,000 \$100,000 \$100,000 Sum \$3,000,000 Mean: (\$3,000,000/5) = \$600,000 Median: middle value of ranked data = \$300,000 Mode: most frequent value = \$100,000

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9/13/11 Measures of Central Tendency Central Tendency Mean Median Mode n X X n i i = = 1 Middle value in the ordered array Most frequently observed value
9/13/11 Measures of Central Tendency Each measure of central tendency describes

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## This note was uploaded on 09/12/2011 for the course MKTG 350 taught by Professor Worsham during the Spring '10 term at South Carolina.

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11 - q qChapter 11Master Click to edit 9/13/11 subtitle...

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