USING DESCRIPTIVE ANALYSIS

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Coding Data and the Data Code BookData entry refers to the creation of a computer file that holds the raw data taken from all of the questionnaires deemed suitable for analysis

Data coding refers to the identification of codes that pertain to the possible responses for each question on the questionnaire

Coding Data and the Data Code BookData code book identifies all of the variable names and code numbers associated with each possible response to each question that makes up the data set

Types of Statistical Analyses Used in Marketing Research

Types of Statistical Analyses Used in Marketing ResearchFive Types of Statistical Analysis: Descriptive analysis: used to describe the data set

Inferential analysis: used to generate conclusions about the populations characteristics based on the sample data (confidence intervals and hypothesis test)

Types of Statistical Analyses Used in Marketing ResearchFive Types of Statistical Analysis: Differences analysis: used to compare the mean of the responses of one group to that of another group

Associative analysis: determines the strength and direction of relationships between two or more variables (crosstabs and correlations)

Types of Statistical Analyses Used in Marketing ResearchFive Types of Statistical Analysis: Predictive analysis: allows one to make forecasts for future events (regressions)

Understanding Data Via Descriptive AnalysisTwo sets of descriptive measures:Measures of central tendency: used to report a single piece of information that describes the most typical response to a question

Understanding Data Via Descriptive AnalysisMeasures of Central Tendency:Mode: the value in a string of numbers that occurs most oftenMedian: the value whose occurrence lies in the middle of a set of ordered values

Understanding Data Via Descriptive AnalysisMeasures of Central Tendency:Mean: sometimes referred to as the arithmetic mean; the average value characterizing a set of numbers

Understanding Data Via Descriptive AnalysisTwo sets of descriptive measures:Measures of variability: used to reveal the typical difference between the values in a set of values

Understanding Data Via Descriptive AnalysisMeasures of Variability:Frequency distribution reveals the number (percent) of occurrences of each number or set of numbers

Range identifies the maximum and minimum values in a set of numbers

Understanding Data Via Descriptive AnalysisMeasures of Variability:Standard deviation indicates the degree of variation in a way that can be translated into a bell-shaped curve distribution

When to Use a Particular Statistic