市场营销课件20-Basic data analysis.pptVIP

Exploring Marketing ResearchWilliam G. Zikmund Chapter 20: Basic Data Analysis Descriptive Analysis The transformation of raw data into a form that will make them easy to understand and interpret; rearranging, ordering, and manipulating data to generate descriptive information Tabulation Tabulation - Orderly arrangement of data in a table or other summary format Frequency Table Percentages Frequency Table The arrangement of statistical data in a row-and-column format that exhibits the count of responses or observations for each category assigned to a variable Cross-Tabulation A tech