Marketing Research

Frequency and Cross-Tab Analysis

DTU
Delhi School of
Management
Dr. Ansh Gupta
Ph.D (Marketing)
IIM Lucknow
Class Guidelines

NO QUESTION
IS WRONG

NO CROSS TALKS
 The MR Process
• Problem Definition
1

• Research Objectives , Frameworks, Models, Hypotheses

2

• Formulating Research Design

3

• Field Work or Data collection

4

• Data Preparation and Analysis

5

• Report Preparation and Presentation

6
 Internet Usage Data
Respondent Sex Familiarity Internet Attitude Toward Usage of Internet
Number Usage Internet Technology Shopping Banking
1 1.00 7.00 14.00 7.00 6.00 1.00 1.00
2 2.00 2.00 2.00 3.00 3.00 2.00 2.00
3 2.00 3.00 3.00 4.00 3.00 1.00 2.00
4 2.00 3.00 3.00 7.00 5.00 1.00 2.00
5 1.00 7.00 13.00 7.00 7.00 1.00 1.00
6 2.00 4.00 6.00 5.00 4.00 1.00 2.00
7 2.00 2.00 2.00 4.00 5.00 2.00 2.00
8 2.00 3.00 6.00 5.00 4.00 2.00 2.00
9 2.00 3.00 6.00 6.00 4.00 1.00 2.00
10 1.00 9.00 15.00 7.00 6.00 1.00 2.00
11 2.00 4.00 3.00 4.00 3.00 2.00 2.00
12 2.00 5.00 4.00 6.00 4.00 2.00 2.00
13 1.00 6.00 9.00 6.00 5.00 2.00 1.00
14 1.00 6.00 8.00 3.00 2.00 2.00 2.00
15 1.00 6.00 5.00 5.00 4.00 1.00 2.00
16 2.00 4.00 3.00 4.00 3.00 2.00 2.00
17 1.00 6.00 9.00 5.00 3.00 1.00 1.00
18 1.00 4.00 4.00 5.00 4.00 1.00 2.00
19 1.00 7.00 14.00 6.00 6.00 1.00 1.00
20 2.00 6.00 6.00 6.00 4.00 2.00 2.00
21 1.00 6.00 9.00 4.00 2.00 2.00 2.00
22 1.00 5.00 5.00 5.00 4.00 2.00 1.00
23 2.00 3.00 2.00 4.00 2.00 2.00 2.00
24 1.00 7.00 15.00 6.00 6.00 1.00 1.00
25 2.00 6.00 6.00 5.00 3.00 1.00 2.00
26 1.00 6.00 13.00 6.00 6.00 1.00 1.00
27 2.00 5.00 4.00 5.00 5.00 1.00 1.00
28 2.00 4.00 2.00 3.00 2.00 2.00 2.00
29 1.00 4.00 4.00 5.00 3.00 1.00 2.00
30 1.00 3.00 3.00 7.00 5.00 1.00 2.00
 Frequency Analysis

In a frequency distribution, one variable is

considered at a time.

A frequency distribution for a variable produces a

table of frequency counts, percentages, and
cumulative percentages for all the values
associated with that variable.
Frequency Analysis - Statistics

• Mean • Range

• Median • Variance

• Mode • Standard Deviation

 Formulating a Hypothesis
A null hypothesis is a statement of the status quo, one of
no difference or no effect. If the null hypothesis is not
rejected, no changes will be made.
An alternative hypothesis is one in which some difference
or effect is expected. Accepting the alternative hypothesis
will lead to changes in opinions or actions.
The null hypothesis refers to a specified value of the
population parameter , not a sample statistic.
Type 1 and Type 2 error
Type 1 and Type 2 error
 Cross - Tabulation

While a frequency distribution describes one

variable at a time, a cross-tabulation describes
two or more variables simultaneously.

Cross-tabulation results in tables that reflect the

joint distribution of two or more variables with a
limited number of categories or distinct values,
 Example

Gender
Row
Internet Usage Male Female Total

Light (1) 5 10 15

Heavy (2) 10 5 15

Column Total 15 15
 Conducting Cross Tabs
While conducting cross-tabulation analysis in practice, it is useful to proceed
along the following steps.
1. Test the null hypothesis that there is no association between the variables using
the chi-square statistic. If you fail to reject the null hypothesis, then there is no
relationship. If p-values if greater than pre-determined level of significance (e.g.
0.05) than at 95% level confidence interval, we FAIL to reject the null hypothesis.
2. If H0 is rejected, then determine the strength of the association using an
appropriate statistic (phi-coefficient, contingency coefficient, Cramer's V,
lambda coefficient, or other statistics).
3. If H0 is rejected, interpret the pattern of the relationship by computing the
percentages in the direction of the independent variable, across the dependent
variable.
4. If the variables are treated as ordinal rather than nominal, use tau b, tau c, or
Gamma as the test statistic. If H0 is rejected, then determine the strength of the
association using the magnitude, and the direction of the relationship using the
sign of the test statistic.
 Marketing Research
Frequency and Cross-Tab Analysis

DTU
Delhi School of
Management
Dr. Ansh Gupta
Ph.D (Marketing)
IIM Lucknow