市场营销调研教学资料 2014chapter14.pptVIP

LEARNING OUTCOMES Prepare qualitative data for interpretation or data analysis Know what descriptive statistics are and why they are used Create and interpret tabulation tables Use cross-tabulations to display relationships After studying this chapter, you should be able to LEARNING OUTCOMES Perform basic data transformations List different computer software products designed for descriptive statistical analysis Understand the basics of testing hypotheses using inferential statistics After studying this chapter, you should be able to Coding Qualitative Responses Coding The process of assigning a numerical score or other character symbol to previously edited data. Codes Rules for interpreting, classifying, and recording data in the coding process. The actual numerical or other character symbols assigned to raw data. Dummy Coding Numeric “1” or “0” coding where each number represents an alternate response such as “female” or “male.” If k is the number of categories for a qualitative variable, k-1 dummy variables are needed. Alternative is effects coding – use values of -1 and 1. The Nature of Descriptive Analysis Descriptive Analysis The elementary transformation of raw data in a way that describes the basic characteristics such as central tendency, distribution, and variability. Histogram A graphical way of showing a frequency distribution in which the height of a bar corresponds to the observed frequency of the category. EXHIBIT 14.1 Levels of Scale Measurement and Suggested Descriptive Statistics Creating and Interpreting Tabulation Tabulation The orderly arrangement of data in a table or other summary format showing the number of responses to each response category. Tallying is the term when the process is done by hand. Frequency Table A table showing the different ways respondents answered a question. Sometimes called a marginal tabulation. Frequency Table Example Cross-Tabulation Cross-Tabulation Addresses research questions involving relationships among mu