Session 11

Data Analysis and Presentation

 Prior to analysis
• Field and in house editing for consistency
and completeness
• Coding of free response questions
• Behavioural and segmenting data (SPSS)
• Method of entry into computer
• Descriptive and cross tabulation data
• Analysis by difference / Quadrant analysis
/ Perceptual mapping / Bakers box
 Forms of Analysis
• Normally analysis is question driven –
what information is required to answer a
specific question
• Two broad main types of analysis:

• Analysis of difference

• Analysis of relationships / causation

 Hypothesis testing
• The null and alternative hypothesis
• Significance level is crucial. Could the
difference observed be due to chance, or
can we be at least 95% sure that it is due
to the phenomenon being tested.
• Sample size is also critical in assuring the
level of confidence and error which might
be anticipated.
 Exercise: Are IIS students more
satisfied than those at Ram?
• The hypothesis is that IIS students are
more satisfied than students at RAM
overall.
• Average rating for students overall at Ram
is 3.6 For IIS it is 3.9, based on a sample
of 100, with an SD of 1.5
• Two tailed test (0.025% either end, Z =
1.96)
 Chi Squared Test
• A test for significance in the analysis of
frequency distributions
• Based on the difference between
observed and expected results if there
was no difference
• Can be used for both ordinal and nominal
data sets
• Easiest and most widely used test!
Exercise: Boys are better than girls!
• Out of the 99 students who took the MBA
Interim examination in Business Research
Methods, 14 of the 33 men present scored
less than 30 marks, and overall 33 people
scored below 30.
• Is there a significant difference in
performance between the men and
women?
 Other methods of testing between
groups
• t-test, used to calculate differences
between means
• Z test for comparing proportions
• Analysis of variance (ANOVA)
• F test / F ratio

(See Zikmund: Pages 521 – 534)

 Measures of Association
• Association: Where one variable correlates with
another
• Co-variance: Where two variables are
associated together, but both are associated
with a third (undefined) variable
• Coefficient of determination: A measure of the
explanation of one variable by another. It is the
square of the correlation coefficient and is the
basis of factor analysis
Factor Analysis of the beverage
market
HIGH F1 (Versatility)

Fresh Coffee

Instant Coffee

Fruit Juice
Packet Tea
LOW Tea Bags HIGH
F2
(CONVENIENCE)
Soft Drinks

Milk
Drinking Chocolate

LOW
Note: F1 (versatility) and F2 (convenience) together account for 78% observed variance
 Regression
• Linked to association, but regression seeks to
create a formula to explain the association.
• Two forms; straight line (y = mx + c) or non
linear of several forms
• Regression line plotted by “least squares” and is
the line of “best fit”
• Used extensively in sales forecasting, but
ignores the “point of inflexion” problem seen also
in extrapolation
 Baker‟s Box: An example of “best
fit” regression
High Quality
line
Line Of

I Don‟t Expectation
The Golden
Believe Triangle

IT
Credibility
Value Avis
Low Added Country High
Price Price
IT‟S A
Cheap And Rip Off
Cheerful Gullibility

Cheap And
Nasty You Must
Be Joking

Low Quality
Exercise: Expansion at Rotiboy!
• Rotiboy have established that the sales for an
outlet of their business (y) can be defined by the
number of people living within one mile of the
outlet (x) by the line y = 20 + 0.55x, where both
the constant is denominated in „000 baht, and x
as „000 population.
• On the basis of this data what is the likely
weekly revenue (in baht „000) for an outlet
established where there is a local population of
10,000
 Multivariate Analysis
• Multivariate regression analysis ( The
Fishbein model of attitude measurement)
• Multivariate Analysis of Variance
(MANOVA)
• Factor analysis: Reduction of complex
variables into smaller number of factors
• Cluster analysis
• CHAID (Chi squared automatic interaction
detection)
 Tesco and the use of AID
• Based on customer data collected at POS
• Analysed by AID to establish levels of
product penetration and specific customer
characteristics
• Can isolate groups as small as 5,000 from
a population of 26 million!
• Visit www.dunnhumby.co.uk
 Communicating Research
• The communicator
• The message
• The medium
• The Audience
• Feedback
 Oral communication
• Stand up, speak up, and shut up. There is
a limit to people‟s concentration
• Graphics need to be simple (not more than
12 figures on a slide). More than this
highlight
• Be aware of your personal body language
• If you use technology, make sure it works!
• Have clear objectives as to what to put
over
Some tips on oral presentations
• Variety; in voice, tone, movement, body
language, all elements of posture, etc. Suit your
body language to the message
• Be sure you can get away with humour. Be very
careful if you use it with an international
audience as it is very cultural!
• Look at your audience, good eye contact
• Do not distribute report beforehand if you want
to be selective in how you take from it.
• Leave time at the end for questions
 Presenting statistical results
• Never assume the audience knows as much
about statistics as you do!
• Don‟t try and blind them with statistics
• Remember “there are lies, dam lies, and
statistics” Many are very cynical of them!
• Use statistics to demonstrate data in terms of its
use in making a decision. Applied statistics
rather than statistics for their own sake!
• Explain what they mean!
 Written reports
• Length and level of reading are inversely related
• Always provide an annotated executive
summary with guideposts to deeper
explanations as required.
• Make sure the report provides the information
required in order to come to the decision
required
• Use tables, graphs and charts as appropriate to
illustrate data and make points.
• Remember a multicoloured pie chart loses a lot
in black and white!
Specialist AnalyticalTechniques
• CHAID (Chi Squared Automatic Interaction
Detection)
• ACORN / TGI Retail Location
• Market Penetration Analysis
• Sensitivity Analysis
• Resource Allocation