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Business Research Methods William G. Zikmund

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Analyze data by groups or categories. Compare differences. Contingency table ... More appropriate data analysis. New variables e.g., compute function in SPSS ... – PowerPoint PPT presentation

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Title: Business Research Methods William G. Zikmund


1
BusinessResearch MethodsWilliam G. Zikmund
  • Chapter 20
  • Basic Data Analysis Descriptive Statistics

2
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

3
Type of Measurement
Type of descriptive analysis
Frequency table Proportion (percentage) Frequenc
y table Category proportions (percentages) Mode
Two categories
Nominal
More than two categories
4
Type of Measurement
Type of descriptive analysis
Ordinal
Rank order Median
5
Type of Measurement
Type of descriptive analysis
Interval
Arithmetic mean
6
Type of Measurement
Type of descriptive analysis
Ratio
Index numbers Geometric mean Harmonic mean
7
Tabulation
  • Tabulation - Orderly arrangement of data in a
    table or other summary format
  • Frequency table
  • Percentages

8
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

9
Central Tendency
Measure of Central Measure of Type of
Scale Tendency Dispersion Nominal Mode None O
rdinal Median Percentile Interval or
ratio Mean Standard deviation
10
Cross-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

11
Cross-Tabulation
  • Analyze data by groups or categories
  • Compare differences
  • Contingency table
  • Percentage cross-tabulations

12
Base
  • 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.

13
Elaboration 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.

14
Quadrant Analysis
Two rating scales
4 quadrants two-dimensional table
Importance- Performance Analysis)
15
Data 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

16
Data Transformation
  • Summative Score
  • VAR1 VAR2 VAR 3

17
Collapsing a Five-Point Scale
  • Strongly Agree
  • Agree
  • Neither Agree nor Disagree
  • Disagree
  • Strongly Disagree
  • Strongly Agree/Agree
  • Neither Agree nor Disagree
  • Disagree/Strongly Disagree

18
Index Numbers
  • Score or observation recalibrated to indicate how
    it relates to a base number
  • CPI - Consumer Price Index

19
Computer Programs
  • Box and whisker plots
  • Interquartile range - midspread
  • Outlier

20
Interpretation
  • The process of making pertinent inferences and
    drawing conclusions
  • concerning the meaning and implications of a
    research investigation
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