INTRODUCTION

TO
DATA ANALYTICS
LEARNING OBJECTIVES
1.1 What is Data?
1.2 Types of Data
1.3 Scales of Measurement
1.4 Data Sources
How to Clean a Research Data Set
1.5.1 Coding research variables
1.5.2 Sorting Data in MS Excel
1.5.3 Filtering Data in MS Excel
1.5.4 Conditional Formatting in MS Excel
1.1 DATA

Data= Facts & figures from w/c

conclusions can be drawn
Data helps solve problems. Anne Wojcicki

>> Data is POWER!!!

1.1DATA

Researchers are like

fishermen!
They are always on
the lookout to catch
DATA!
1.1DATA

The process of Data

Analytics starts by
COLLECTING DATA THAT WE
NEED.
W/o data, we cannot solve
the research problem that
we are addressing and
make valuable
recommendations!
Where Data Transpires in the Research Process
1.1 DATA
Data Set= A set of facts & figures being collected for a statistical
study
= Provides information about some group of
individual elements
Element= A person, object, situation or any other entity
about w/c we wish to draw a conclusion
Variable= A characteristic of a population or sample
element
= Used to describe an element
Measurement= Carried out to assign a value of the
variable to the element
1.1 DATA
• ILLUSTRATION: A Data Set Describing 21 Student Grades=
1.1 DATA
• ILLUSTRATION: A Data Set Describing 21 Student Grades=

Element= Students (individuals)

Variable #1= Student s course program

Variable measurement= Course description (ex. BS
Management Engineering)

Variable #2= Student final grade in Business Statistics

Variable measurement= Percentage score & Final
grade letter equivalence
1.2 TYPES OF DATA

Cross-Sectional Data= Data collected at the same

or approximately the same point in time

Time Series Data= Data collected over different

time periods
1.2 TYPES OF DATA
Cross-Sectional Data= Data that we
measure at ONLY ONE POINT IN TIME

Time Series Data= Data that we measure OVER

A SERIES OR SUCCESSIVE PERIODS OF TIME
1.2 TYPES OF DATA
• Example of a Cross-Sectional Data Set=
 1.2 TIME-SERIES DATA
Table: Average Student Grades Figure: Time Series Plot of the Average Student Grades

Average Student Grade

Year
1.2 DATA ANALOGY
Cross-Sectional Data is to
Facebook post !

while

Time Series Data is to a

CCTV recording!
1.2 TYPES OF DATA
Two Types of Variables:

(1) Quantitative Variable= A variable having values

that are numbers representing quantities
= Possible measurements of the values of a
variable are numbers representing quantities
( How much ; How many )
1.2 TYPES OF DATA
Two Types of Variables:

(2) Qualitative (Categorical) Variable= A variable

having values that indicate into w/c of
several categories a population
element belongs
= Measurements fall into
several categories
1.3 Scales of Measurement
1.3 Ratio, Interval, Ordinal & Nominative Scales of Measurement

2 Types of Qualitative Variables:

(1) Nominative Variable= A qualitative variable for w/c there is no

meaningful ordering or ranking of the categories

Examples: A person s gender religion race place of birth country of

origin, occupation, etc.
: Preferred music genre
: Courses under the RVR-COB
: *Numerical labels w/in a category (category label)
Ex Team Team Team
Nominative Qualitative Variable
Nominative Qualitative Variable=

Numerical Labels
Within a Category
is a type of
nominative
qualitative
variable!
1.3 Ratio, Interval, Ordinal & Nominative Scales of Measurement

2 Types of Qualitative Variables continued :

(2) Ordinal Variable= A qualitative variable for w/c there is meaningful

ordering or ranking of the categories
= Measurements may be numerical or non-numerical
Examples: Likert Scale response options, socio-economic classes,
*ordered numerical labels w/in a category
>> Customer giving a satisfaction rating for a new
restaurant using the ff. categorical rankings:

* Note!: Numerical ordinal ratings are often analyzed as if they are

quantitative
Ordinal Qualitative Variable
The Nature of the Ordinal Qualitative Variable
The Nature of the Ordinal Qualitative Variable

Ordinal
qualitative
Variables can
have
their numerical
equivalence!
1.3 Ratio, Interval, Ordinal & Nominative Scales of Measurement

2 Types of Quantitative Variables:

(1) Ratio Variable= A quantitative variable measured on a scale such that

ratios of its values are meaningful and there is an
inherently defined zero value
= Most quantitative variables are ratio variables

Examples: Salary, height, weight, age, grades, distance, sales figures

A distance of zero miles is no distance at all
miles is 2x as far as miles
Ratio Quantitative Variable
1.3 Ratio, Interval, Ordinal & Nominative Scales of
Measurement
2 Types of Quantitative Variables continued :

(2) Interval Variable= A quantitative variable measured on a scale such that

ratios of its values are NOT meaningful and there is
NOT an inherently defined zero value

Examples: Temperature (on Celsius & Fahrenheit scale)

Zero degrees Fahrenheit doesn t mean no heat all
degrees not x as warm as degrees
Interval Quantitative Variable
1.3 Scales of Measurement
1.3 Scales of Measurement
1.3 Scales of Measurement
1.4 DATA SOURCES
Existing Source= Data already gathered by public or private
sources
• Use of credible/reputable research databases & online sites
• Use of a private data source (Ex. Company records on sales
performance & manufacturing processes)
• Acquire services of a data collection agency (Ex. Nielsen, TNS,
Kantar, & Millward Brown)
• Use of government publications (Ex. NSO publications)
1.4 DATA SOURCES
Experimental and Observational Studies= Data we collect
ourselves for a specific purpose

Examples=
Assessing consumer reactions on a new product
Measuring customer satisfaction
Measuring brand performance
Projecting political election results
Testing effectiveness of a new drug
1.4 DATA SOURCES

Experimental Study= A statistical study in w/c

the researcher is able to set or manipulate the
values of the factors
Examples: (1) Coca-Cola Company comparing
sales of its Coke Classic & New Coke
(2) Drug company introducing a
health supplement that reduces
cravings for smoking
1.4 DATA SOURCES

Response Variable= A variable of interest that

we aim to study
Factors= Other variables that may be related
to the response variable of interest
that are also measured
Experimental Study: Coca-Cola Company
comparing sales of its Coke Classic & New Coke
Experimental Study: Health supplement that
reduces smoke cravings
Experiment #1 Experiment #2
1.4 DATA SOURCES
Observational Study= A statistical study in w/c
the researcher is not able to control the values of
the factors
Examples: (1) Nestle conducting market
research on brand performance of MILO
(2) Citibank observing the average
waiting times of its customers
Observational Study: Citibank observing the
average waiting times of its customers
Observational Study: Nestle conducting market
research on brand performance of Milo
1.4 DATA SOURCES

Observational Study=

SURVEY= An instrument employed to collect data

Questions asked relate to people s
behaviors, opinions, beliefs & other
characteristics

Example: Soliciting consumer insights on a new

product via survey questionnaire
1.4 DATA SOURCES: The Survey
How to Conduct Surveys=

Traditional Approach vs. Modern Approach

. HOW TO “CLEAN” A RESEARCH DATA SET
Sample Data Set: Advertising Effectiveness Survey for
Potato Corner
 . HOW TO “CLEAN” A RESEARCH DATA SET
Research Variables of the Advertising Effectiveness Survey for
Potato Corner
1. SOURCE CREDIBILITY (SC)
2. SOURCE ATTRACTIVENESS (SA)
3. PRODUCT MATCH-UP (PMU)
4. MEANING TRANSFER (MT)
5. CONSUMER ATTITUDE (CA)
6. PURCHASE INTENTION (PI)