V' Primary Quantitative Research

1
V. Primary Quantitative Research

• Data Analysis
• ADV 3501 Advertising Research
• Spring 04

2
Housekeeping

• To read
• Chapter 15
• To do
• Extra credit case (4) (04/15)
• Final project (04/20)
• Handouts
• Grades

3
Summer class

• Event Management PET 4905/ 5936
• M-Th, 3rd Period, CSE 221 (Tentative)
• Topics Event Bidding Process, Volunteers, Event
  Security, Marketing and Sponsorship, ADA
  Requirements for Events
• Please contact Dr. Bennett at gbennett_at_hhp.ufl.ed
  u.

4
Revised schedule (Last 3 classes)

• 4/13 Analysis of quantitative data, reporting
  research
• 4/15 Catch up, presentation samples, QA, case.
• 4/20 Presentations

5
Presentations

• Two 50 minute sessions
• 3 teams per session
• 8-10 minute presentation
• 2-4 minutes for QA
• Please choose one or two speakers
• Send file via email by 4/19 (3 PM)
• You need to be in your session

6
Presentations

• Problem statement
• Major findings
• Secondary
• Qualitative
• Quantitative
• Recommendations based on findings

7
Presentations (4/20)
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Analysis of quantitative data

• Descriptive statistics
• The means by which data is reported is partially
  driven by the level of measurement

9
Use of descriptive techniques
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Rule of thumb in data analyses

• Always report the total number of cases in each
  table
• Avoid computing proportion, percentages for lt50
  cases.

11
Descriptive techniques

• Frequency distribution
• A tally of the raw number of responses falling
  into each category
• Represents a one-to-one match between response
  category and distribution of responses
• Ordinal categories are treated as independent
  units

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Example of frequency report
13
Example of ordinal categories
Original question Please rank the following
attributes according to their importance in your
decision to choose a gas station
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Reporting frequency distributions

• Present the initial frequency distribution
  (one-to-one match)
• Re-categorize data as necessary to present
  different angles of the data

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Example of frequency report
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Descriptive techniques

• Proportions
• The frequency of responses relative to the total
• Total response proportion 1.0

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Descriptive techniques

• Percentages
• Proportion multiplied by a quotient of 100

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Descriptive techniques (Ranks)
Original question Please rank the following
attributes according to their importance in your
decision to choose a gas station
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Descriptive techniques

• Ratios
• Used when relationship between objects is
  important
• X in relation to Y
• Example The ratio of young to old consumers in
  the sample is 3515 or (35/1515/15) 2.331

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Descriptive techniques

• Mode
• Most frequently observed value in a set of data
• Mode21-25 years old

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Mode of ranks?
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Descriptive techniques

• Median
• The middle value of a data set
• Assumes an equal distribution of score above and
  below the mid-point
• Mode 21, Median 22
• DO NOT USE WITH NOMINAL DATA!

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Descriptive techniques

• Mean
• Provides a summary of the data average
• Assumes a normal distribution of the scores
• Often accompanied by a variance, and standard
  deviation
• DO NOT USE WITH NOMINAL OR ORDINAL DATA!
• Notation
• Mean
• Variance S2
• Standard deviation S

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Example

• Mean
• (420330230120)/50
• 22.00

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Example

• Mode
• Completely agree (4)
• Median
• Agree (3)
• (42031521051)/50 3.0
• S2 1.01
• S 1.02

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V. Primary Quantitative Research

• Report Presentation
• ADV 3501 Advertising Research
• Spring 04

27
Effective writing

• Clear, concise, direct
• Thoughts are complete
• Attention given to details such as grammar,
  spelling
• Add, Aad and ad are three different things)
• Flow of thoughts
• Use your problem statement and objectives to
  guide you

28
The use of data in reports

• Graphics, tables in the context oif the written
  presentation should be minimized
• Tables should support discussion points
• Assume that tables are NOT self-explanatory

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The use of data in reports

• Cite Exhibit tables in a separate appendix
  section
• Each table and chart should be labeled with a
  numerical identifier
• Data is clearly labeled
• Always specify the total number of cases
• Table 6 (Please see appendix B) indicates that
  60 of the subjects interviewed for this study
  are males.

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The use of data in reports

• Bar charts are appropriate for category
  comparisons
• Pie charts visually represent portions of a whole

Gender
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The final slide of the semester!

• More is not necessarily better
• Highlight and synthesize information
• Leave the reader with food for thought