Business Research Methods William G. Zikmund

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BusinessResearch MethodsWilliam 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
Type of descriptive analysis
Frequency table Proportion (percentage) Frequenc
y table Category proportions (percentages) Mode
Two categories
Nominal
More than two categories
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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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Central Tendency
Measure of Central Measure of Type of
Scale Tendency Dispersion Nominal Mode None O
rdinal Median Percentile Interval or
ratio Mean Standard deviation
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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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Quadrant Analysis
Two rating scales
4 quadrants two-dimensional table
Importance- Performance 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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Bar Graph
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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