11

Basic Data Analysis

for Quantitative
Research

McGraw-Hill/Irwin Copyright © 2010 by the McGraw-Hill Companies, Inc. All rights reserved.
 Learning Objectives

 Explain measures of central tendency and dispersion

 Describe how to test hypotheses using univariate and
bivariate statistics
 Apply and interpret analysis of variance
 Utilize perceptual mapping to present research
findings

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 Statistical Analysis

 Every set of data collected needs some summary

information developed that describes the numbers it
contains
 Central tendency and dispersion,
 Relationships of the sample data, and
 Hypothesis testing

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 Measures of
Central Tendency

Mode
Mode
Mean
Response
ResponseMost
Most
Arithmetic
Often
OftenGiven
Given
Average
to
toaaQuestion
Question

Median
Median
Middle
MiddleValue
Value
of
of aaRank
RankOrdered
Ordered
Distribution
Distribution

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Exhibit 10.6 One-Way
Frequency Distribution

11-5
Exhibit 10.6 One-Way Frequency Table
with Missing Data

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11-11
 Measures of
Central Tendency
 Each measure of central tendency describes a
distribution in its own manner:
 for nominal data, the mode is the best measure.
 for ordinal data, the median is generally the best.
 for interval or ratio data, the mean is generally
used.

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 Measures of Dispersions

Describes how close to the mean or other measure

of central tendency, the rest of the values fall

Range Standard Deviation

Distance between Measure of the average
the smallest and dispersion of the values
largest value in a about the mean
set
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Exhibit 11.3 Output for
Measures of Dispersion

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 Hypothesis Testing

Independent Samples Related Samples

 two or more groups  two or more groups of
of responses that are responses that
tested as though they originated from the
may come from sample population
different populations

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 Univariate Tests of Significance

 Tests of one variable at a time

 z-test
 t-test
 Appropriate for interval or ratio data

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Exhibit 11.7 Univariate Hypothesis Test
Using X16

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 Bivariate Statistical Tests

 Compare characteristics of two groups or two

variables
 Cross-tabulation with Chi-Square
 t-test to compare two means
 Analysis of variance (ANOVA) to compare three
or more means

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 Exhibit 11.8
Cross-Tabulation

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 Chi-Square Analysis

 Chi-square analysis enables the researcher to

test for statistical significance between the
frequency distributions of two or more
nominally scaled variables in a cross-
tabulation table to determine if there is any
association between the variables

11-20
Exhibit 11.9 SPSS Chi-Square
Crosstabulation Example

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 Comparing means

 Requires interval or ratio data

 The t-test is the difference between the means
divided by the variability of random means
 The t-value is a ratio of the difference between the
two sample means and the std error
 The t-test tries to determine if the difference between
the two sample means occurred by chance

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Exhibit 11.10 Comparing Two Means with
Independent Samples t-Test

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Exhibit 11.11 Paired Samples t-Test

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 Analysis of Variance

 Analysis of Variance (ANOVA) is a statistical

technique that determines if three or more means are
statistically different from each other
 The dependent variable must be measurable; either
interval or ratio scaled
 The independent variable must be categorical
 “One-way ANOVA” means that there is only one
independent variable

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 F-Test

 The F-test is the test used to statistically

evaluate the differences between the group
means in ANOVA

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 Determining Statistical Significance
using F-Test

Total
Total Variance
Variance in
in aa Set
Set of
of Responses
Responses Can
Can Be
Be Separated
Separated
Into
Into Between
Between Group
Group andand Within
Within Group
Group Variance.
Variance.

Larger
Larger the
the Difference
Difference in
in the
the Variance
Variance Between
Between Groups,
Groups,
the
the Larger
Larger the
the F-Ratio.
F-Ratio.

The
The Higher
Higher (Larger)
(Larger) the
the F-Ratio,
F-Ratio, the
the More
More Likely
Likely It
It isis That
That
the
the Null
Null Hypothesis
Hypothesis Will
Will be
be Rejected.
Rejected.

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 Follow-up Tests

 Anova does not tell us where the significant

differences lie – just that a difference exists
 Tukey
 Duncan
 Scheffe

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 n-way ANOVA

 Appropriate for multiple independent variables and

for experimental designs with multiple variables
involved in groups
 Example: men and women are shown humorous
and non-humorous ads and then attitudes toward
brand are measured. IV = gender and ad type

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Exhibit 11.12 Example ANOVA

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Exhibit 11.14 Post-hoc ANOVA Test

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 Perceptual Mapping

 Perceptual mapping is a process that is used

develop maps showing the perceptions of
respondents
 The maps visually represent respondent
perceptions in two dimensions

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Exhibit 11.19 Perceptual Map of Fast-Food Restaurants

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 Marketing Research in Action:
Remington’s Steak House
 Based on the analysis, in what areas should
Remington’s seek to improve?
 What new marketing strategies would you suggest
given the findings?

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