Title: Business Research Methods William G. Zikmund
1BusinessResearch MethodsWilliam G. Zikmund
- Chapter 20
- Basic Data Analysis Descriptive Statistics
2Descriptive 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
3Type of Measurement
Type of descriptive analysis
Frequency table Proportion (percentage) Frequenc
y table Category proportions (percentages) Mode
Two categories
Nominal
More than two categories
4Type of Measurement
Type of descriptive analysis
Ordinal
Rank order Median
5Type of Measurement
Type of descriptive analysis
Interval
Arithmetic mean
6Type of Measurement
Type of descriptive analysis
Ratio
Index numbers Geometric mean Harmonic mean
7Tabulation
- Tabulation - Orderly arrangement of data in a
table or other summary format - Frequency table
- Percentages
8Frequency 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
9Central Tendency
Measure of Central Measure of Type of
Scale Tendency Dispersion Nominal Mode None O
rdinal Median Percentile Interval or
ratio Mean Standard deviation
10Cross-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
11Cross-Tabulation
- Analyze data by groups or categories
- Compare differences
- Contingency table
- Percentage cross-tabulations
12Base
- The number of respondents or observations (in a
row or column) used as a basis for computing
percentages - Common practice to use the independent variable
as the base for computing the percentages in
crosstabs.
13Elaboration 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.
14Quadrant Analysis
Two rating scales
4 quadrants two-dimensional table
Importance- Performance Analysis)
15Data Transformation
- Data conversion
- Changing the original form of the data to a new
format - More appropriate data analysis
- New variables e.g., compute function in SPSS
16Data Transformation
- Summative Score
- VAR1 VAR2 VAR 3
17Collapsing a Five-Point Scale
- Strongly Agree
- Agree
- Neither Agree nor Disagree
- Disagree
- Strongly Disagree
- Strongly Agree/Agree
- Neither Agree nor Disagree
- Disagree/Strongly Disagree
18Index Numbers
- Score or observation recalibrated to indicate how
it relates to a base number - CPI - Consumer Price Index
19Computer Programs
- Box and whisker plots
- Interquartile range - midspread
- Outlier
20Interpretation
- The process of making pertinent inferences and
drawing conclusions - concerning the meaning and implications of a
research investigation