文档介绍：Exploring Marketing Research Chapter 20:Basic Data Analysis
Exploring
Marketing Research
William G3>. Zikmund
Chapter 20:
Basic Data Analysis
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
*Copyright ? 2000 by Harcourt, Inc. All rights reserved.
Type of
Measurement
Nominal
Two
categories
More than
two categories
Frequency table
Proportion (percentage)
Frequency table
Category proportions
(percentages)
Mode
Type of
descriptive analysis
Type of
Measurement
Type of
descriptive analysis
Ordinal
Rank order
Median
Type of
Measurement
Type of
descriptive analysis
Interval
Arithmetic mean
Type of
Measurement
Type of
descriptive analysis
Ratio
Index numbers
Geometric mean
Harmonic mean
Tabulation
Tabulation - Orderly arrangement of data in a table or other summary format
Frequency Table
Percentages
*Copyright ? 2000 by Harcourt, Inc. All rights reserved.
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
*Copyright ? 2000 by Harcourt, Inc. All rights reserved.
Measure of
Central Measure of
Type of Scale Tendency Dispersion
Nominal Mode None
Ordinal Me