Types of Statistical Analyses
• Data summarization: the process of
describing a data matrix by computing a
small number of measures that
characterize the data set
Ch 15 2
Types of Statistical Analyses
• Four functions of data summarization:
– Summarizes the data
– Applies understandable
conceptualizations
– Communicates underlying patterns
– Generalizes sample findings to the
population
Ch 15 3
Why is Statistical Analysis?
• Why Use Statistical Analysis?
– To summarize data
• The average price of a text book is Rs
2,489
• The low is Rs. 999, and the high is Rs.
4,678: this is the range
• The mode is Rs 2,200
Ch 15 4
Why is Statistical Analysis ?
• Why Use Statistical Analysis?
– To show basic patterns in the data
• 30% buys at Rs1,500 or less
• 50% buys at between Rs 2,500 and Rs
1,500
• 20% buys at Rs2,50 or more
Ch 15 5
Why is Statistical Analysis ?
• Why Use Statistical Analysis?
– To interpret these patterns
• The majority of text book buyers pay
Rs2,500 or less
Ch 15 6
Why is Statistical Analysis ?
• Why Use Statistical Analysis?
– To generalize the patterns to the
population
• 95% of all Gateway buyers pay between Rs
2,000 and Rs 3,000 for their text books
Ch 15 7
Types of Statistical Analyses
Used in Marketing Research
• Five Types of Statistical Analysis:
1. Descriptive analysis: used to describe
the data set
2. Inferential analysis: used to generate
conclusions about the population’s
characteristics based on the sample
data
Ch 15 8
Types of Statistical Analyses
Used in Marketing Research
3. Differences analysis: used to compare
the mean of the responses of one
group to that of another group
4. Associative analysis: determines the
strength and direction of relationships
between two or more variables
Ch 15 9
Types of Statistical Analyses
Used in Marketing Research
5. Predictive analysis: allows one to
make forecasts for future events
Ch 15 10
Understanding Data Via
Descriptive Analysis
• Two sets of descriptive measures:
– Measures of central tendency: used to
report a single piece of information that
describes the most typical response to a
question
– Measures of variability: used to reveal
the typical difference between the
values in a set of values
Ch 15 11
Understanding Data Via
Descriptive Analysis
• Measures of Central Tendency:
– Mode: the value in a string of numbers
that occurs most often
– Median: the value whose occurrence lies
in the middle of a set of ordered values
– Mean: sometimes referred to as the
“arithmetic mean”; the average value
characterizing a set of numbers
Ch 15 12
Understanding Data Via
Descriptive Analysis
• Measures of Variability:
– Frequency distribution reveals the number (percent)
of occurrences of each number or set of numbers
– Range identifies the maximum and minimum values
in a set of numbers
– Standard deviation indicates the degree of variation
in a way that can be translated into a bell-shaped
curve distribution
Ch 15 13
Understanding Data Via
Descriptive Analysis
• Measures of Variability:
Ch 15 14
When to Use a Particular
Statistic
Ch 15 15
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20
21
22
23
24
25
26
27
28
29
30
Discussion
31
Conclusion
• Defining variables and basic coding are
basic steps in data analysis
• Simple univariate analysis may be used
with continuous and categorical variables
• Further analysis may require statistical
tests such as chi-squares and other more
extensive data analysis
