当代市场调研10E全套配套课件中英文PPTch15.ppt 18页

ChapterFifteen15-1 TheKeySteps:12345Validation&EditingCodingLogicalCleaningofDataTabulation&StatisticalAnalysisDataEntryOverviewoftheDataAnalysisProcedure15-2KeyTerms&Definitions StepOne:Validation:Processofascertainingthatinterviewsactuallywereconductedasspecified.Editing:Processofascertainingthatquestionnaireswerefilledoutproperlyandcompletely.SkipPattern:Sequenceinwhichlaterquestionsareasked,basedonarespondent’sanswertoanearlierquestionorquestions.StepTwo:Coding:Processofgroupingandassigningnumericcodestothevariousresponsestoaquestion.StepThree:DataEntry:Processofconvertinginformationtoanelectronicformat.IntelligentDataEntry:Formofdataentryinwhichtheinformationbeingenteredintothedataentrydeviceischeckedforinternallogic.Scanning:Formofdataentryinwhichresponsesonquestionnairesarereadinautomaticallybythedataentrydevice.OverviewoftheDataAnalysisProcedure15-3KeyTerms&Definitions StepFour:CleantheData:Checkfordataentryerrorsordataentryinconsistencies.LogicalorMachineCleaning:Finalcomputerizederrorcheckofdata.ErrorCheckRoutines:Computerprogramsthatacceptinstructionsfromtheusertocheckforlogicalerrorsinthedata.MarginalReport:Computer-generatedtableofthefrequenciesoftheresponsestoeachquestion,usedtomonitorentryofvalidcodesandcorrectuseofskippatterns.StepFive:DataAnalysis–e.g.OneWayFrequencyTables:Tableshowingthenumberofrespondentschoosingeachanswertoasurveyquestion.CrossTabulationTables-Examinationoftheresponsestoonequestionrelativetotheresponsestooneormoreotherquestions.OverviewoftheDataAnalysisProcedure15-4KeyTerms&Definitions One-WayFrequencyTable15-5KeyTerms&Definitions TheCodingProcess15-6KeyTerms&DefinitionsListresponsesConsolidateresponsesSetcodesEntercodesReadresponsestoindividualopen-endedquestionsonquestionnairesMatchindividualresponseswithconsolidatedlistofresponsecategories TheCodingProcess15-7KeyTerms&Definitions OneWayFrequencyTables15-8KeyTerms&Definitions CrossTabulationsExamples15-9KeyTerms&Definitions CrossTabulationsExamples15-10KeyTerms&Definitions LineCharts:GraphicRepresentationsofData15-11KeyTerms&DefinitionsGoodfordemonstratinglinearrelationshipsParticularlyusefulforpresentingagivenmeasurementtakenatseveralpointsovertime PieCharts:GraphicRepresentationsofData15-12KeyTerms&DefinitionsGoodforspecialrelationshipsamongdatapointsShouldtotalto100% BarCharts:GraphicRepresentationsofData15-13KeyTerms&DefinitionsGoodforsidebysiderelationships/comparisonsMostflexibleofthegraphs TypesofBarCharts:GraphicRepresentationsofDataClusterBarChartStackedBarChartMultiple-RowBarChart15-14KeyTerms&Definitions Mean:Thesumofthevaluesforallobservationsofavariabledividedbythenumberofobservations.Median:Valuebelowwhich50percentoftheobservationsfall.Mode:Thevaluethatoccursmostfrequently.MeasuresofCentralTendencyDescriptiveStatistics15-15KeyTerms&Definitions Variance:Thesumsofthesquareddeviationsfromthemeandividedbythenumberofobservationsminusone.Thesameformulaasstandarddeviationwiththesquaring.Range:Themaximumvalueforavariableminustheminimumvalueforthatvariable.StandardDeviation:Measureofdispersioncalculatedbysubtractingthemeanoftheseriesfromeachvalueinaseries,squaringeachresult,summingtheresults,dividingthesumbythenumberofitemsminus1,andtakingthesquarerootofthisvalue.MeasuresofDispersion15-16KeyTerms&DefinitionsThesemeasuresindicatehowspreadoutthedataare: Descriptivestatisticsarethemostefficientmeansofsummarizingthecharacteristicsoflargesetsofdata.Inastatisticalanalysis,theanalystcalculatesonenumberorafewnumbersthatrevealsomethingaboutthecharacteristicsoflargesetsofdata.DescriptiveStatistics15-17KeyTerms&Definitions 15-18KeyTerms&DefinitionsOverviewoftheDataAnalysisProcedureValidationEditingSkipPatternCodingDataEntryIntelligentDataEntryScanningTechnologyLogicalorMachineCleaningofDataErrorCheckingRoutinesLinksandbuttonareactivewhenin“SlideShowMode”KeyTerms&DefinitionsMarginalReportOne-wayFrequencyTableCrossTabulationGraphicRepresentationsofDataDescriptiveStatisticsMeasuresofCentralTendencyMeasuresofDispersionMeanMedianMode