Data Analysis Tools

Session 12
Prof. Supriti Mishra
 Measurement Scales

Nominal
Non- metric
(qualitative)
Ordinal
Measurement
Scale
Interval
Metric
(quantitative)
Ratio

4/24/2019 Prof. Supriti Mishra,IMIB 2

Illustration of Measurement Scales

No. Shops Ranking Preference Rs. spent in last

Rating (1-5) 3 months
1 Big Bazar 1 1 700
2 Reliance Fresh 2 1 300

3 Alaka 6 3 100
4 Kiarana Store 5 2 75
5 Pantaloon 4 2 0
6 The World 3 2 20
7 Shahid Nagar 7 4 200
Haat

4/24/2019 Prof. Supriti Mishra,IMIB 3

Illustration of Measurement Scales
Nominal Scale Ordinal Scale Interval Scale Ratio Scale

No. Shops Ranking Preference Rs. spent in last

Rating (1-5) 3 months
1 Big Bazar 1 1 700
2 Reliance Fresh 2 1 300

3 Alaka 6 3 100
4 Kiarana Store 5 2 75
5 Pantaloon 4 2 0
6 The World 3 2 20
7 Shahid Nagar 7 4 200
Haat

4/24/2019 Prof. Supriti Mishra,IMIB 4

 Exploratory data analysis
• Sample characteristics: age group of the
sample
Age groups frequency percent

20-25 27 27.0
26-30 37 37.0
31-35 9 9.0
36-40 22 22.0
41-45 3 3.0
46 & above 2 2.0
Total 100 100.0

Prof. Supriti Mishra, IMIB 5

Exploratory data analysis
pie charts
Age Group

20-25
26-30
31-35
36-40
41-45
46 & Above

Prof. Supriti Mishra, IMIB 6

 Meaning of Univariate, Bivariate
& Multivariate Analysis of Data
• Univariate Analysis – In univariate analysis, one variable is analysed
at a time.
• Bivariate Analysis – In bivariate analysis two variables are analysed
together and examined for any possible association between them.
• Multivariate Analysis – In multivariate analysis, the concern is to
analyse more than two variables at a time.
The type of statistical techniques used for analysing univariate and
bivariate data depends upon the level of measurements of the
questions pertaining to those variables.
Data analysis could be of two types, namely, descriptive and
inferential.

Prof. Supriti Mishra, IMIB 7

 Descriptive vs Inferential Analysis
Descriptive analysis - Descriptive analysis deals with summary measures
relating to the sample data. The common ways of summarizing data are by
calculating average, range, standard deviation, frequency and percentage
distribution. The first thing to do when data analysis is taken up is to describe
the sample.
Examples of Descriptive Analysis:
• What is the average income of the sample?
• What is the standard deviation of ages in the sample?
• What percentage of sample respondents are married?
• What is the median age of the sample respondents?

Prof. Supriti Mishra, IMIB 8

Descriptive vs Inferential Analysis

Prof. Supriti Mishra, IMIB 9

 Descriptive vs Inferential Analysis
Inferential Analysis – Under inferential statistics, inferences are drawn on
population parameters based on sample results. The researcher tries to
generalize the results to the population based on sample results.
Examples of Inferential Analysis:
• Does the advertisement expenditure influence sale significantly?
• Are consumption expenditure and disposable income of households
significantly correlated?
• Is the proportion of satisfied workers significantly more for skilled workers
than for unskilled works?
• Is the growth in the sales of the company statistically significant?

Prof. Supriti Mishra, IMIB 10

 Descriptive Analysis of Univariate Data
• Look for the missing data, if any, before starting
the analysis.
• Analysis
– Frequency distribution & percentage distribution (for
Nominal scale)
– Analysis of multiple responses (for Nominal scale)
– Analysis of ordinal scaled questions
– Grouping of large data sets

Prof. Supriti Mishra, IMIB 11

Descriptive Analysis of Univariate Data
Measures of Central Tendency

• Arithmetic mean (appropriate for Interval and

Ratio scale data)
• Median (appropriate for Ordinal, Interval and
Ratio scale data)
• Mode (appropriate for Ordinal, Interval and
Ratio scale data)

Prof. Supriti Mishra, IMIB 12

 Descriptive Analysis of Univariate
Data
Measures of Dispersion

• Range (appropriate for Interval and Ratio scale

data)
• Variance and Standard Deviation (appropriate for
interval and ratio scale data)
• Coefficient of variation (appropriate for Ratio
scale data)
• Relative and absolute frequencies (appropriate
for Nominal scale data)

Prof. Supriti Mishra, IMIB 13

Descriptive Analysis of Bivariate Data
Preparation of cross-tables
Interpretation of cross-tables – For interpretation
of cross-tables, it is required to identify
dependent and independent variable.
Percentages should be computed in the direction
of independent variable.
There is no hard and fast rule as to where the
dependent or independent variables are to be
taken. They can be taken either in rows or in
columns.
Prof. Supriti Mishra, IMIB 14
Descriptive Analysis of Bivariate Data:
Refining an initial relationship

Prof. Supriti Mishra, IMIB 15

Descriptive Analysis of Bivariate Data
Spearman’s rank order correlation coefficient
In case of ordinal scale data, the measure of association
between two variables is obtained through Spearman’s
rank order correlation coefficient.

The rank correlation coefficient takes a value between –1 and +1.

Prof. Supriti Mishra, IMIB 16
 More on Analysis of Data
Calculating summarized rank order
The rankings of attributes while choosing a restaurant for dinner for 32
respondents can be presented in the form of frequency distribution in the
table below.

Prof. Supriti Mishra, IMIB 17

 More on Analysis of Data

• The total lowest score indicates the first preference ranking. The
results show the following rank ordering:
• (1) Food quality
• (2) Service
• (3) Ambience
• (4) Menu variety
• (5) Location

Prof. Supriti Mishra, IMIB 18

 More on Analysis of Data
Data transformation
• The original data is changed to a new format for
performing data analysis so as to achieve the objectives
of the study.
– generally done by the researcher through creating new
variables or by modifying the values of the scaled data.
• At times it may become essential to collapse or
combine adjacent categories of a variable so as to
reduce the number of categories of original variables.
– In a 5-point Likert scale, having categories like strongly
agree, agree, neither agree nor disagree, disagree and
strongly disagree can be clubbed into three categories.

Prof. Supriti Mishra, IMIB 19