Burns_11

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Basic Marketing Research: Using Microsoft Excel Data Analysis, 2nd Edition Alvin C. Burns Louisiana State University Ronald F. Bush University of West Florida Prentice Hall Publishers

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Collecting Data and Summarizing What You Found in Your Sample

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Nonsampling errors: are errors in the research process pertaining to anything except the sample size. Fieldworker (Interviewer) errors Intentional Unintentional Respondent Intentional Unintentional Errors Encountered in the Data Collection Stage

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Nonresponse: is defined as a failure on the part of a prospective respondent to take part in the survey or to fail to answer all questions on the questionnaire. Three types: Refusal: a prospective respondent declines to participate in the survey. Break-off: a respondent stops answering somewhere in the middle of the survey. Item omission: a respondent does not answer a particular question, but continues to answer following questions. Types of Nonresponse Errors

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Multiple submissions Bogus respondents and responses Population misrepresentation Data Collection Errors with Online Surveys

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6 Data entry: refers to the creation of a computer file that holds the raw data taken from all of the completed questionnaires. Data coding: is defined as the identification of code values that pertain to the possible responses for each question on the questionnaire. Data codes are typically numerical. The data code book: identifies all of the variable names and code numbers associated with each possible response to each variable. Coding Data and the Data Code Book

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Introduction to Your XL Data Analyst

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Introduction to Your XL Data Analyst cont.

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How to get your data code book into XL Data Analyst Begin with the “define variables” worksheet Type in a variable label: a unique, short single-word description for a variable. The variable label should be placed in the first row on the Data worksheet. The row of variable labels should be linked (via Copy-Paste Special—Paste Link) into the Data Variables worksheet. Introduction to Your XL Data Analyst cont.

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A variable description: is a phrase or sentence that identifies the variable in more detail and refers to the question on the questionnaire. Value codes: are numerical values associated with responses. Value labels: are the names of the different responses for each data code number. Define Variables Worksheet

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A data set: is defined as a matrix of numbers and other representations that includes all of the relevant answers of all the respondents in a survey. Data analysis: is defined as the process of describing a data set by computing a small number of measures that characterize the data set in ways that are meaningful to the client. Types of Data Analyses Used in Marketing Research

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It summarizes the data. It generalizes sample findings to the population. It compares for meaningful differences. It relates underlying patterns. Four Functions of Data Analysis

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The Research Objective Determines the Appropriate Types of Data Analysis

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Two objectives of summarizing findings: Describing the typical response (“central tendency”) How typical are respondents (“variability”) Summarizing Your Sample Findings

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Research Objectives and Data Analyses Used in Marketing Research

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Appropriate Summarization Analyses by Type of Scale

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XL Data Analyst… Summarize… Percents… How to Summarize Categorical Variables with XL Data Analyst

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How to Summarize Categorical Variables with XL Data Analyst cont.

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How to Summarize Categorical Variables with XL Data Analyst cont.

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XL Data Analyst… Summarize… Averages… How to Summarize Metric Variables with XL Data Analyst

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How to Summarize Metric Variables with XL Data Analyst cont.

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Standard Deviation and Normal Curve

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The Six Step Approach to Data Analysis and Presentation

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The Six Step Approach to Data Analysis and Presentation cont.