Basic Data Analysis: Descriptive Statistics

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Basic Data AnalysisDescriptive Statistics
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Coding Data and the Data Code Book

• Data 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
• Data 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

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Types of Statistical Analyses Used in Marketing
Research

• Data summarization the process of describing a
  data matrix by computing a small number of
  measures that characterize the data set

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Types of Statistical Analyses Used in Marketing
Research

• Four functions of data summarization
• Summarizes the data
• Applies understandable conceptualizations
• Communicates underlying patterns
• Generalizes sample findings to the population

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Why is Statistical Analysis Used?

• Why Use Statistical Analysis?
• To summarize data
• The average price of a Gateway PC is 2,489
• The low is 999, and the high is 4,678 this is
  the range
• The mode is 2,200

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Why is Statistical Analysis Used?

• Why Use Statistical Analysis?
• To show basic patterns in the data
• 30 buys at 1,500 or less
• 50 buys at between 2,500 and 1,500
• 20 buys at 2,500 or more

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Why is Statistical Analysis Used?

• Why Use Statistical Analysis?
• To interpret these patterns
• The majority of Gateway buyers pay 2,500 or less
  

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Why is Statistical Analysis Used?

• Why Use Statistical Analysis?
• To generalize the patterns to the population
• 95 of all Gateway buyers pay between 2,000 and
  3,000 for their PCs

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Types of Statistical Analyses Used in Marketing
Research

• Statistical Analysis

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Types of Statistical Analyses Used in Marketing
Research

• Five 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

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Types of Statistical Analyses Used in Marketing
Research

• 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

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Types of Statistical Analyses Used in Marketing
Research

• Predictive analysis allows one to make forecasts
  for future events

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Understanding Data Via Descriptive Analysis

• Two 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
• Measures of variability used to reveal the
  typical difference between the values in a set of
  values

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Understanding Data Via Descriptive Analysis

• Measures of Central Tendency
• Mode the value in a string of numbers that
  occurs most often
• Median the value whose occurrence lies in the
  middle of a set of ordered values
• Mean sometimes referred to as the arithmetic
  mean the average value characterizing a set of
  numbers

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Understanding Data Via Descriptive Analysis

• Measures 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
• Standard deviation indicates the degree of
  variation in a way that can be translated into a
  bell-shaped curve distribution

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Understanding Data Via Descriptive Analysis

• Measures of Variability

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When to Use a Particular Statistic