Académique Documents
Professionnel Documents
Culture Documents
Ordinal data
Intervals data
Ratio data
consideration.
Type of data
The type of data plays a central role in the choice of a statistical
technique to be employed in data analysis.
A useful classification of data includes:
Nominal data
The nominal data are the most primitive for of data from the
perspective of data analysis. They are just numbers assigned to
objects, based only on the fact that the objects belong to
particular categories. An only meaningful measure of central
tendency is the mode.
The ordinal data offers higher level of measurements than the
nominal data. The median and mode are now both legitimate
measures of central tendency. Most no parametric tests can be
performed on ordinal data
Interval and Ratio data are the best form. A wide range of
parametric and nonparametric tests can be performed. The
mean, median and the mode are legitimate measure of central
tendency.
Research Design
A second consideration that affects the choice of analysis
technique is the research design used to generate the data. Some
of the decisions the analyst has to face involve the dependency
11.301
87
MARKETING INTELLIGENCE
LESSON 19:
DATA ANALYSIS
MARKETING INTELLIGENCE
Univariate technique
These techniques are appropriate when there is a single measurement of each of the n sample objects, or when there are several
measurements of each of the n observations, but each variable
is analyzed in isolation.
88
11.301
Notes -
MARKETING INTELLIGENCE
Nonparametric
Statistics
One sample
.Chi-square
.Kolmogorov
-Smirov
.Runs
Parametric
Statistic
Two or more
sample
Independent
.Chi-Square
.Rank sum
tests
.K-S
.ANOVA
One sample
.t-test
.z-test
Dependent
.Sign
.Wilcoxon
.McNemar
.CochranQ
Independent
.t-test
.z-test
.ANOVA
Two or More
sample
Dependent
.Paired t test
Multivariate
Techniques
Dependence
Technique
One dependent
variable
.ANOVA
.Multiple
.Regressions
.Discriminanat
Analysis
. Conjoint Analysis
Multiple dependent
variables
.MANOVA
&MANCOVA
.Canonical
Correlation
Interdependence
Technique
Focus on variables
FocusOn
Objects
.Factor Analysis
.Cluster analysis
.Multidimension
al Scaling
11.301
89