Using Microsoft Excel with Exploring Marketing Research

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Using Microsoft Excel with Exploring Marketing
Research

• By
• William G. Zikmund

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TITLE BAR
MENU BAR
STANDARD TOOLBAR
FORMATTING TOOLBAR
FORMULA BAR
ACTIVE CELL
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PASTE FUNCTION
TOOLS MENU
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The Paste Function Provides Numerous Statistical
Operations
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The Statistical Function Category
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Data Analysis Dialog Box

• Click on Tools
• Select Data Analysis
• Select statistical operation
• such as Histogram

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Functions

• Functions are predefined formulas for
  mathematical operations
• They perform calculations by using specific
  values, called arguments
• Arguments indicate data or a range of cells
• Arguments are performed, in a particular order,
  called the syntax.

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Functions

• Functions are predefined formulas for
  mathematical operations
• They perform calculations by using specific
  values, called arguments
• Arguments are performed, in a particular order,
  called the syntax.
• For example, the SUM function adds values or
  ranges of cells

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Easy to Use Paste Functions

• AVERAGE (MEAN)
• MEDIAN
• MODE
• SUM
• STANDARD DEVIATION

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Functions

• The syntax of a function begins with the function
  name
• followed by an opening parenthesis
• the arguments for the function
• separated by commas
• a closing parenthesis.
• If the function starts a formula, an equal sign
  () is typed before the function name.

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The Equal Sign Then The Function Name And
Arguments

• FUNCTION (Argument1)
• FUNCTION (Argument1,Argument2)

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Arguments

• Typical arguments are numbers, text, arrays, and
  cell references.
• Arguments can also be constants, formulas, or
  other functions.

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The AVERAGE Function Located in the Statistical
Category
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Data Array

• The data appear in cells A2 through 14
• A2A14
• Sometimes written with dollars signs
• A2A14

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Sum, Average, and Standard Deviation

• FUNCTION (Argument1)
• SUM(A2A9)
• AVERAGE(A2A9)
• STDEVA(A2A9)

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SUM FunctionSales Call Example
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AVERAGE (Mean) FunctionSales Call Example
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Standard Deviation FunctionSales Call Example
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Proportion

• COUNT
• COUNTIF
• DIVIDE COUNTIF BY COUNT
• D3/D2

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Frequency Distributions

• There are alternative ways of constructing
  frequency distributions
• COUNTIF function
• HISTOGRAM function

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COUNTIF(A6A134,1) D4/D9100
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Histogram Function

• Tools -Data Analysis-Histogram
• Bins

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The bins are the frequency categories
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Insert Input and Bin Ranges
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Text Labels Can Be Included or Excluded From
Input Range
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The Chart Wizard
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The Descriptive Statistics Function
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SEVERAL ROWS OF DATA ARE HIDDEN
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SEVERAL ROWS OF DATA ARE HIDDEN
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Correlation
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Correlation Coefficient, r .75
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Regression Analysis
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