92953127-ch20
TRANSCRIPT
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Business
Research Methods
William G. Zikmund
Chapter 20:
Basic Data Analysis: Descriptive
Statistics
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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
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Type of
Measurement
Nominal
Two
categories
More than
two categories
Frequency table
Proportion (percentage)
Frequency table
Category proportions
(percentages)
Mode
Type of
descriptive analysis
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Type of
Measurement Type of
descriptive analysis
Ordinal Rank order
Median
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Type of
Measurement Type of
descriptive analysis
Interval Arithmetic mean
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Type of
Measurement Type of
descriptive analysis
Ratio Index numbers
Geometric mean
Harmonic mean
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Tabulation
• Tabulation - Orderly arrangement of data in
a table or other summary format
• Frequency table
• Percentages
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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
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Measure of
Central Measure of
Type of Scale Tendency Dispersion
Nominal Mode None
Ordinal Median Percentile
Interval or ratio Mean Standard
deviation
Central Tendency
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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
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Cross-Tabulation
• Analyze data by groups or categories
• Compare differences
• Contingency table
• Percentage cross-tabulations
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Base
• The number of respondents or observations
(in a row or column) used as a basis for
computing percentages
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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.
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Two
rating
scales 4 quadrants
two-dimensional
table Importance-
Performance
Analysis)
Quadrant Analysis
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Data Transformation
• Data conversion
• Changing the original form of the data to a
new format
• More appropriate data analysis
• New variables
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Data Transformation
Summative Score =
VAR1 + VAR2 + VAR 3
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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
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Index Numbers
• Score or observation recalibrated to indicate
how it relates to a base number
• CPI - Consumer Price Index
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Calculating Rank Order
• Ordinal data
• Brand preferences
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Tables
• Bannerheads for columns
• Studheads for rows
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Charts and Graphs
• Pie charts
• Line graphs
• Bar charts
– Vertical
– Horizontal
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Line Graph
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0
10
20
30
40
50
60
70
80
90
1st Qtr 2nd Qtr 3rd Qtr 4th Qtr
East
West
North
Bar Graph
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643 Netw orking
213 print ad
179 Online recruitment site
112 Placement f irm
18 Temporary agency
How did you find your last job?
7006005004003002001000
Netw orking
print ad
Online recruitment site
Placement f irm
Temporary agency
55.2 %
18.3 %
15.4 %
9.6 %
1.5 %
WebSurveyor Bar Chart
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Computer Programs
• SPSS
• SAS
• SYSTAT
• Microsoft Excel
• WebSurveyor
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Microsoft Excel -Data Analysis
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The Paste Function Provides
Numerous Statistical Operations
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Computer Programs
• Box and whisker plots
• Interquartile range - midspread
• Outlier
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Interpretation
• The process of making pertinent inferences
and drawing conclusions
• concerning the meaning and implications of
a research investigation