Basics of Data Analysis

- How to Read Excel Tables

- Crosstabs for Insight generation
 Key Terms in Data Processing & Tabulation...1
• Excel Tables
PGDBA CLASS 2019 - RIMSR PGDBA CLASS 2019 - RIMSR

• Top Break/ Banner

• Side Break/ Banner

Q2f. Age Group

Zone
All North East West South

PGDBA
Base:Unweighted - All Respondent CLASS
11512019314
- RIMSR
274 284 279
Base:Weighted - All Respondent 1151 338 167 306 341

25 - 34 years 37 37 32 41 37
35 - 44 years 35 37 36 38 32
45 - 54 years 27 26 32 21 32

PGDBA CLASS 2019 - RIMSR PGDBA CLASS 2019 - RIMSR

Prof. Parvez
 Key Terms in Data Processing & Tabulation...2
Checking for Base & Base Definition
PGDBA CLASS 2019 - RIMSR PGDBA CLASS 2019 - RIMSR

• Base - Unweighted or Weighted

• Base Definition – All Respondents or Filtered base

Q4a. Brand Decision Maker -

Recent/ Old Owner Q4b. Brand Decision Maker - Intender
Zone Zone
All North East West South All North East West South

PGDBA CLASS 2019 - RIMSR

Base:Unweighted - Recent & Old Base: Unweighted - Coded '7 IN Q3d
1151 314 274 284 279 269 63 55 69 82
Buyer( All Respondents) Intenders

Base:Weighted - Recent & Old Base: Weighted - Coded '7 IN Q3d

1151 338 167 306 341 272 68 22 75 107
Buyer(All Respondents) Intenders

I had decided it myself 76 80 67 88 65 I will decide it myself 77 81 97 84 66

I along with someone else decided I along with someone else will decide
24 20 33 12 35 23 19 3 16 34
it it

PGDBA CLASS 2019 - RIMSR PGDBA CLASS 2019 - RIMSR

Prof. Parvez
 Checking for Single Code & Multiple coding data
• Single Code – Adds up to 100% (TOM, MOUB, LAST BRAND PURCHASED, AGE, GENDER)
PGDBA CLASS 2019 - RIMSR PGDBA CLASS 2019 - RIMSR
• Multiple Codes – Adds up to more than 100% (total brand awareness, brands consumed in last 3 months, no.
36 durable
50 owned).
54 Scale responses
5 should also add upto 100% e.g. Consideration scale
43

All North East West South All North East West South
CF_QBE1a. Top of Mind Awareness
- CF_QBE1a+CF_QBE1b. Total Spont
Base:Unweighted - All Respondent 1100 269 264 283 284 awareness (TOM + Spont) -
1100 300 163 305 332 Base:Unweighted - All Respondent 1100 269 264 283 284
Base:Weighted - All Respondent Base:Weighted - All Respondent 1100 300 163 305 332

Crompton 36 26 37 47 37 Crompton 65 68 68 59 67
Usha 16 14 8 6 24 Bajaj 76 65 58 59 67
Bajaj 13 9 14 18 15 Havells 59 66 74 47 55
Havells 15 19 8 6 24 Usha 58 66 60 36 69
Orient
Khaitan
9
4
16
8
3
1
10
2
PGDBA CLASS 2019 - RIMSR
4
3
Orient 48 64 38 47 39
Khaitan 65 68 68 59 67
Standard 1 0 0 2 0 Luminous 9 16 1 5 10
Anchor 1 1 0 0 2 Standard 8 7 23 2 8
Finolex 1 0 0 1 1 Surya 8 13 7 3 7
Polar 1 2 6 0 0 Ajanta 5 6 3 2 8
Surya 1 2 1 0 0 Anchor 5 5 6 2 9
Toofan 1 0 4 0 0 Polar 5 8 15 1 2
V-Guard 1 0 2 0 0 Toofan 5 12 9 1 1
Ajanta 0 0 0 0 1 Orpat 4 8 3 2 1
Luminous 0 1 0 1 0 V-Guard 4 1 5 0 12
Orpat 0 1 0 0 1 Finolex 1 0 1 1 2
Polycab 0 0 0 0 1 Polycab 1 1 1 1 3
Nilons 0 0 2 0 0 DK/Never heard/can't remember / None 0 0 0 0 0

DK/Never heard/can't remember / None 0 0 0 0 0 sigma 397 459 440 286 415

sigma 100 100 100 100 100 Ave. No. of Brands 3.97 4.59 4.4 2.86 4.15
PGDBA CLASS 2019 - RIMSR PGDBA CLASS 2019 - RIMSR

Prof. Parvez
Time for some Exercise
 What do you think? Brand Switching
PGDBA CLASS 2019 - RIMSR
Matrix
PGDBA CLASS 2019 - RIMSR
Multiple - Cross Sectional Data

Data in number of Units Purchased Time Period

Brand Purchased February 2017 for Q1’2017 May 2017 for Q2’2017
Brand A 150 150
Brand B 280 280
Brand C 320 320
Total 750 750
PGDBA CLASS 2019 - RIMSR

Longitudinal Data – same sample

Data in number of Brand purchased over
Units Purchased Brand Purchased over Apr-May-Jun 2017 (Q2)
Jan-Feb-Mar 2017 (Q1)
Brand A Brand B Brand C Total
Brand A 150 80 20 50 150
Brand B 280 45 155 80 280
Brand C 320 25 105 190 320
Total 750 150 280 320 750
PGDBA CLASS 2019 - RIMSR
1
PGDBA CLASS 2019 - RIMSR

Prof. Parvez