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67 Cards in this Set
- Front
- Back
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Descriptive Analysis
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The elementary transformation of raw data in a way that describes the basic characteristics such as central tendency, distribution and variability
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Histogram
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A graphical way of showing a frequency distribution in which the height of a bar corresponds to the observed frequency of the category
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Tabulation
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The orderly arrangement of data in a table or other summary format showing the number of response to each response category; tallying
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Frequency Table
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A table showing the different ways respondents answered a question
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Cross-Tabulation
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The appropriate technique for addressing research questions involving relationships among multiple less-than interval variables; results in a combined frequency table displaying one variable in rows and another in columns
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Contingency Table
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A data matrix that displays the frequency of some combination of possible responses to multiple variables; cross-tabulation results
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Marginals
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Row and column totals in a contingency table, which are shown in its margins
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Statistical Base
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The number of respondents or observations (in a row or column) used as a basis for computing percentages
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Elaboration Analysis
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An analysis of the basic cross-tabulation for each level of a variable not previously considered, such as subgroups of the sample
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Moderator Variable
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A third variable that changes the nature of a relationship between the original independent and dependent variables
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Quadrant Analysis
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An extension of cross-tabulation in which responses to two rating-scale questions are plotted in four quadrants of two-dimensional table
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Importance-Performance Analysis
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Another name for quadrant analysis
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Data Transformation
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Process of changing the data from their original form to a format suitable for performing a data analysis addressing research objectives
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Median Split
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Dividing a data set into two categories by replacing respondents below the median in one category and respondents about the median in another
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Index Numbers
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Scores or observations re-calibrated to indicate how they relate to a base number
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Box and Whisker Plots
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Graphic representations of central tendencies, percentiles, variabilities, and the shapes of frequency distributions
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Interquartile Range
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A measure of variability
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Outlier
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A value that lies outside the normal range of data
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Interpretation
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The process of drawing inferences from the analysis results
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Descriptive Analysis
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Transforming and summarizing raw data in to a form that makes it easy to grasp, understand and interpret
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The most common forms of summary are -
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Calculating measures of central tendency such as averages and medians, constructing frequency distributions and percentage or probability distributions, and graphically depicting data in the form of charts - pie, bar, line, etc
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Scale
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Any series of indicators arranged progressively according to value or magnitude used to categorize or quantify objects of events
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Nominal Scale
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numbers, letters or labels assigned to objects for identification or classification
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Ordinal Scale
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A scale that rank orders objects or events according to magnitude
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Interval Scale
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A scale in which the units have equal magnitude but which lack a true zero
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Ratio Scales
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A scale having units of equal magnitude and a true zero
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Type of Descriptive Analysis for Nominal Scale
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Frequency table, proportion, mode
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Type of Descriptive Analysis for Ordinal Scale
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Rank order, median, percentile
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Type of Descriptive Analysis for Interval Scales
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Arithmetic mean
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Type of Descriptive Analysis for Ratio Scales
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Index number, geometric mean, harmonic mean
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Geometric Mean
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n-th root of the product of n numbers
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Harmonic Mean
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A number h such that, if a<b the ratio h-a/b-h = a/b where h=2ab/a +b
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Methods of Descriptive Analysis
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1) Simple Tabulation
2) Percentage 3) Frequency Distribution 4) Cumulative Percentages 5) Central Tendency 6) Cross-Tabulation 7) Contingency Tale 8) Rule of Thumb for Choosing Base 9) Elaboration Analysis 10) Spurious Relationship 11) Quadrant Analysis |
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Simple Tabulation
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Counting the number of different responses to a question and arranging them in a frequency distribution
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Percentage
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A Part of a whole expressed in hundredth
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Frequency Distribution
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A set of data arranged by summarizing the number or times a particular value of a variable occurs
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Cumulative Percentages
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Successively summing percentages in a frequency distribution
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Central Tendency
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mean, median, mode
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Cross-Tabulation
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A joint frequency distribution of tow or more sets of variables
*Allows comparisons between groups *Enables inspection of relationships between variables |
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Contingency Table
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Results of a cross-tabulaion of two variables, such as answers to two survey questions
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Rule of Thumb for Choosing Base
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If one variable is identified as the "independent" variable, the percentages in a cross tabulation should be completed in the direction of the "independent" variable
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Elaboration Analysis
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An analysis of a cross-tabulation that introduces a third variable not previously considered, such as marital status
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Spurious Relationship
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An apparent relationship between two variables that is not authentic, but only appearsso beacuse an elaboration analysis with a third variable has not been conducted
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Quadrant Analysis
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A type of multiple cross-tabulation using two rating scale questions and importance or satisfaction of/with the product feature with respect to a number of product or service features or attributes
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Data Transformation
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Process of changing data from their original form to a format better suited to the researcher's purposes
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Substitue Question
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Asking consumers for the year of their birth is less offensive than "how old are you?"
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Collapsing Categories
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If there are two few responses on a 1 to 5 scale, reducing the categories from three to five
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Summating Data
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Summating the Likert Scale responses from a series of responses into single value
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Index Number
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Data summary values are based on some base period as in the example below which converts hours of TV viewing for the different size households into an index number with 100 as the base
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Summated Rank Order
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Multiplying Frequency Times order for all respondents to get a summated rank order
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Tabular Presentation
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Organizing data in a report in table form to provide reader with ease of understanding and grasp of essential results
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Table Number
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Allows for simple reference from the text to the table
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Title
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Indicates succinctly and clearly the contents of the table
*The table number and accompanying title should be presented in a consistent manner |
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Bannerheads (boxheads)
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Captions identifying the contents of table columns
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Stubheads
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Captions identifying the contents of the table rows
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Footnotes
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show below the table supplementary explanation of table contents
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Source
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Also show below the table acknowledgement of any secondary sources of the data
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Chart Presentation
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Presenting data in the form of a chart (bar, line, pie, etc.) when the value of a chart is additive in understanding the data. Should be used judicially for understanding -- not for aesthetic appeal or impressive effect
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Figure number
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Figures should be numbered in a series separate from table numbers
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Title
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Indicates the content of the chart; show figure list right after table list
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Explanatory Legends
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Figures should contain sufficient explanatory legend to enable the reader to quickly grasp the meaning of the chart without reference to the text itself
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Footnotes
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Below the figure show a brief footnote needed that explains the figure's contents
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Source
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Acknowledge any secondary sources
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Computer Maps
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computer generated maps that portray a variable, such as demographic dat in two or three dimension
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Box and Whisker Plot
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Graphic Device that represents central tendencies, percentiles, variability and frequency distribution
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Outlier
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A value that lies outside the range of a set of data
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Interpretation
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Making inferences and drawing conclusions about the meaning and implications of a research study
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