Not Lying with Statistics - PowerPoint PPT Presentation

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Not Lying with Statistics

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Not Lying with Statistics Aggregation - When do summary numbers represent the underlying detail? Cross Tabulation - using Pivot Tables to show relations. – PowerPoint PPT presentation

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Title: Not Lying with Statistics


1
Not Lying with Statistics
2
Not Lying with Statistics
  • Aggregation - When do summary numbers represent
    the underlying detail?
  • Cross Tabulation - using Pivot Tables to show
    relations.
  • Quadmap - relating importance and performance.

3
Aggregation - When summary numbers reflect the
detail.
  • Look at the frequency distribution
  • Is it unimodal and symmetric?
  • Unimodal

4
Aggregation
  • Is it symmetric?

5
Influence of Skew on Mean, Median and Mode
  • Mean - the balance point of a distribution.
  • Median - the 50th percentile.
  • Mode - most frequently occurring point.

6
Influence of Skew
7
Influence of Kurtosis
  • Platykurtic - fat and flat
  • Leptokurtic - tall and skinny

8
Influence of Kurtosis
  • Platykurtic - the average reflects each period.
  • Leptokurtic - more precise information exists.

9
When you hear comparisons
  • Are means (averages) being compared?
  • Are shapes being compared?
  • Unimodal vs. bimodal
  • Symmetric vs. skewed
  • Lepto- vs. platykurtic

10
The average temperatureWest Virginia vs.
Alameda, CA 56 degrees vs. 57 degrees
11
Association in Tables
  • Question -- Are ratings of how much consumers
    Like a brand related to their Top Box rating of
    Intention to Purchase the brand?

12
Association in Tables
If you Like the brand you are much more likely to
check the Top Box on the Intent-to-Purchase
scale.
13
Could this be the result of aggregating different
consumers?
14
Using Pivot Tables
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