MARK4040 Marketing Research: Data Preparation and Analysis

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Questions and Answers

What are the major steps involved in qualitative data analysis?

Data reduction, Data display, Conclusion drawing/verifying

Which of the following is an example of a constant in data?

Age of a customer

Purchase intentions

Advertising expenditure of a product (correct)

Monthly Income of an individual

Quantitative data analysis focuses on textual and visual data.

False

Data preparation involves 4 major steps: Data ____, Editing and coding, Data entry, Data tabulation.

validation Signup and view all the answers

What step involves copying the filtered data to a new sheet in Excel?

Copy > Paste Special > Values (V) Signup and view all the answers

What option should be selected when dealing with blank cells in columns to run a paired samples t-test?

Exclude blank cells Signup and view all the answers

An F-value of 0.99 and a p-value of 0.37 indicate that we can reject the null hypothesis.

False Signup and view all the answers

To obtain a correlation matrix in Excel, what menu should be used?

Data > Data Analysis > Correlation Signup and view all the answers

Match the following components of a research project with their descriptions:

Selecting an organization with a marketing problem = Select a company that needs data-driven insights Developing hypotheses = Review literature and formulate hypotheses Proposing a research design = Plan for answering research questions Data collection plan = Develop a plan for data collection Signup and view all the answers

What is the average value within a distribution called?

Mean Signup and view all the answers

What is the middle value of a distribution when it's sorted?

Median Signup and view all the answers

What is the value that appears most often in a distribution called?

Mode Signup and view all the answers

What measures the spread of values in a variable?

Range Signup and view all the answers

What refers to the average distance of values in a distribution from its mean?

Standard deviation Signup and view all the answers

What type of data is the mean best suited for?

Interval Signup and view all the answers

The median is the middle value of a sorted distribution.

True Signup and view all the answers

The calculated p-value can be compared against a significance level, typically set at $____$.

5% Signup and view all the answers

Study Notes

Data Preparation and Analysis

The marketing research process involves 6 steps: problem definition, approach development, research design formulation, fieldwork/data collection, data preparation and analysis, and report preparation and presentation.
Data preparation and analysis involves 4 major steps: data validation, editing and coding, data entry, and data tabulation.
Data tabulation can be one-way (focusing on a single variable) or cross-tabulation (categorizing the number of responses for two or more variables).

Data Types

A variable is an attribute whose value can vary.
A constant is an attribute whose value does not change.
A case (or observation) involves all observed variables associated with an object.
A latent construct is a variable that is not directly observable.

Qualitative Data Analysis

Major steps in qualitative data analysis: data reduction, data display, and conclusion drawing/verification.
Data reduction involves coding and labeling the text to categorize it.
Data display involves summarizing the data and showing the major ideas.
Conclusion drawing/verification involves drawing conclusions and checking for possible biases.

Quantitative Data Analysis

Measures of central tendency: mean, median, and mode.
Mean is the average value within the distribution, suitable for interval or ratio data.
Median is the middle value of the distribution, suitable for ordinal data.
Mode is the value that appears most often in the distribution, suitable for nominal data.
Measures of dispersion: range, standard deviation, and variance.
Range measures the spread of values in a variable.
Standard deviation refers to the average distance of the values of a distribution from its mean.
Variance is the average squared deviation or the square of the standard deviation.

Hypothesis Testing

Hypothesis testing is based on the idea of contradiction: assuming the opposite of what we want to prove and then trying to reject it.
The null hypothesis (H0) states that there is no effect or no difference.
The alternative hypothesis (H1) states that there is an effect or a difference.
A p-value is obtained when running a statistical test, which is compared to a significance level (e.g., 5%).
Parametric statistics (e.g., t-test, ANOVA) are used when variables are measured using an interval or ratio scale with a relatively large sample size.
Nonparametric statistics (e.g., Chi-square test) are used when variables are measured using a nominal or ordinal scale.

Univariate and Bivariate Statistical Tests

Univariate statistical tests (e.g., one-sample t-test) are used to test a hypothesis about a single variable.
Bivariate statistical tests (e.g., Chi-square test) are used to test the relationship between two variables.### Paired Samples t-test
Used to compare two means when the two variables (Q1 and Q2) are interval variables
Null hypothesis (H0): no difference between two means
Alternative hypothesis (H1): two means are significantly different
In Excel, select Data > Data Analysis > t-Test: Paired Two Sample for Means

Running Paired Samples t-test in Excel

Remove blank cells in both columns by filtering (Data > Filter)
Copy the filtered data to a new sheet using Copy > Paste Special > Values (V)
Select Data > Data Analysis > t-Test: Paired Two Sample for Means
Specify the positions of the variables of interest in the Range boxes
Set Hypothesized Mean Difference to 0
Optional: select “Labels” if question label is in the first row
Click OK

Interpretation of Paired Samples t-test

t-value and p-value are obtained
If p-value < 0.001, reject the null hypothesis that two means are equal at the 1% significance level

One-way ANOVA

Used to compare group means
Null hypothesis (H0): no difference between group means
Alternative hypothesis (H1): group means are significantly different
In Excel, select Data > Data Analysis > Anova: Single Factor
Specify the positions of the variables of interest in the Range boxes
Optional: select “Labels in First Row” if question label is in the first row
Click OK

Running One-way ANOVA in Excel

Exclude all empty/blank cells in the dependent variable Q4
Create new columns containing values of Q4 for each specific group in Q1
Repeat Steps 3 to 5 for each group
New data should look as follows:

Interpretation of One-way ANOVA

F-value and p-value are obtained
If p-value > 0.05, cannot reject the null hypothesis that group means are equal at the 5% significance level

Correlation Matrix in Excel

Used to obtain the correlation matrix between variables of interest
Exclude all empty/blank cells from all variables of interest
Select variables of interest, then click Data > Data Analysis > Correlation
Verify the positions of the variables of interest in the Range boxes
Optional: select “Labels in First Row” if question label is in the first row
Click OK

Interpretation of Correlation Matrix

Correlation coefficient between Q4 and Q5 is obtained
Correlation coefficient is always between -1 and 1
Negative correlation indicates a negative linear relationship between two variables
Positive correlation indicates a positive linear relationship between two variables

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Description

This quiz covers the concepts of data preparation and analysis, including basic data analysis for quantitative research and hypothesis testing, as part of the MARK4040 Marketing Research course.