Basicdataanalysis（英文）.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 technique for organizing data by groups, categories, or classes, thus facilitating comparisons; a joint frequency distribution of observations on two or more sets of variables Contingency table- The results of a cross-tabulation of two variables, such as survey questions Cross-Tabulation Analyze data by groups or categories Compare differences Contingency table Percentage cross-tabulations Base The number of respondents or observations (in a row or column) used as a basis for computing percentages Elaboration and Refinement Moderator variable A third variable that, when introduced into an analysis, alters or has a contingent effect on the relationship between an independent variable and a dependent variable. Spurious relationship An apparent relationship between two variables that is not authentic. Quadrant Analysis Data Transformation Data conversion Changing the original form of the data to a new format More appropriate data analysis New variables Data Transformation Summative Score = VAR1 + VAR2 + VAR 3 Collapsing a Five-Point Scale Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree Strongly Agree/Agree Neither Agree nor Disagree Disagree/Strongly Disagree Index Numbers Score or observation recalibrated to indicate how it relates to a base number CPI - Consumer Price Index Calculating Rank Order Ordinal Data Brand Preferences Tables Bannerheads for colu