An Overview of Data

Analysis
Lecture 01
1-1 Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall
Seven Secrets of Highly Successful Ph.D
Students
Maria Gardiner and Hugh Kearns from Flinders
University, Australia (published in The Australian 3
May 2006):
Maintaining a close relationship with a supervisor
Writing, showing work and meeting short-term
deadlines
Being realistic on the quality of the Ph.D
Saying no to distractions
Keeping office hours
Seeking help when needed
Confidence that you can do it.
1-2 Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall
Maria Gardiner and Hugh Kearns from Flinders
University, Australia (published in The Australian 3
May 2006):
Maintaining a close relationship with a supervisor
Writing, showing work and meeting short-term
deadlines
Being realistic on the quality of the Ph.D
Saying no to distractions
Keeping office hours
Seeking help when needed
Confidence that you can do it.
EXHIBIT 19.1: Overview of the Stages of Data Analysis
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EXHIBIT 20.1: Levels of Scale Measurement and Suggested Descriptive Statistics
1-4 Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall
EXHIBIT 21.5: Univariate Statistical Choice Made Easy
1-5 Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall
1-6 Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall
EXHIBIT 23.1: Bivariate AnalysisCommon Procedures for Testing Association
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EXHIBIT 24.1: Which Multivariate Approach Is Appropriate?
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EXHIBIT 24.2: Which Multivariate Dependence Technique Should I Use?
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EXHIBIT 24.3: Which Multivariate Interdependence Technique Should I Use?
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Selecting a Data Analysis Strategy
Earlier Steps (1, 2, & 3) of the Marketing Research Process
Known Characteristics of the Data
Properties of Statistical Techniques
Figure 14.5
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Data Analysis Strategy
Background and Philosophy of the Researcher
A Classification of Univariate Techniques
Figure 14.6
Metric Data
Non-numeric Data
Univariate Techniques
One Sample Two or More
Samples
One Sample
Two or More
Samples
* t test
* Z test
* Frequency
* Chi-Square
* K-S
* Runs
* Binomial
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Independent
Related
Independent
Related
* Two- Group test
* Z test
* One-Way
ANOVA
* Paired
t test
* Chi-Square
* Mann-Whitney
* Median
* K-S
* K-W ANOVA
* Sign
* Wilcoxon
* McNemar
* Chi-Square
Two or More
Samples
Two or More
Samples
* t test
* Z test
* Frequency
* Chi-Square
* K-S
* Runs
* Binomial
A Classification of Multivariate Techniques
Figure 14.7
More Than One
Dependent
Variable
One Dependent
Variable
Variable
Interdependence
Interobject
Similarity
Dependence
Technique
Interdependence
Technique
Multivariate Techniques
1-13 Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall
More Than One
Dependent
Variable
* Multivariate Analysis
of Variance
* Canonical Correlation
* Multiple Discriminant
Analysis
* Structural Equation
Modeling
and Path Analysis
* Cross-Tabulation
* Analysis of
Variance and
Covariance
* Multiple
Regression
* 2-Group Discrimi-
nant/Logit
* Conjoint Analysis
* Factor
Analysis
* Confirmatory
Factor
Analysis
One Dependent
Variable
Variable
Interdependence
Interobject
Similarity
* Cluster Analysis
* Multidimensional
Scaling