Chapter 16 Exploring, Displaying, and Examining Data McGraw-Hill/Irwin Business Research Methods,...

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Chapter Chapter 16 16 Exploring, Exploring, Displaying, Displaying, and and Examining Examining Data Data McGraw-Hill/Irwin Business Research Methods, 10e Copyright © 2008 by The McGraw-Hill Companies, Inc. All Rights Reserved.

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Transcript of Chapter 16 Exploring, Displaying, and Examining Data McGraw-Hill/Irwin Business Research Methods,...

Page 1: Chapter 16 Exploring, Displaying, and Examining Data McGraw-Hill/Irwin Business Research Methods, 10eCopyright © 2008 by The McGraw-Hill Companies, Inc.

Chapter 16Chapter 16

Exploring, Exploring, Displaying, and Displaying, and Examining DataExamining Data

McGraw-Hill/IrwinBusiness Research Methods, 10e

Copyright © 2008 by The McGraw-Hill Companies, Inc. All Rights Reserved.

Page 2: Chapter 16 Exploring, Displaying, and Examining Data McGraw-Hill/Irwin Business Research Methods, 10eCopyright © 2008 by The McGraw-Hill Companies, Inc.

16-2

Learning Objectives

Understand . . .• That exploratory data analysis techniques

provide insights and data diagnostics by emphasizing visual representations of the data.

• How cross-tabulation is used to examine relationships involving categorical variables, serves as a framework for later statistical testing, and makes an efficient tool for data visualization and later decision-making.

Page 3: Chapter 16 Exploring, Displaying, and Examining Data McGraw-Hill/Irwin Business Research Methods, 10eCopyright © 2008 by The McGraw-Hill Companies, Inc.

16-3

PulsePoint: Research Revelation

67 The percent of college students who see nothing unethical about swapping or downloading digital copyrighted files (software, music, movies) without paying for them.

Page 4: Chapter 16 Exploring, Displaying, and Examining Data McGraw-Hill/Irwin Business Research Methods, 10eCopyright © 2008 by The McGraw-Hill Companies, Inc.

16-4

Research Values the Unexpected

“It is precisely because the unexpected jolts us out of our preconceived notions, our assumptions, our certainties, that it is such a fertile source of innovation.”

Peter Drucker, authorInnovation and Entrepreneurship

Page 5: Chapter 16 Exploring, Displaying, and Examining Data McGraw-Hill/Irwin Business Research Methods, 10eCopyright © 2008 by The McGraw-Hill Companies, Inc.

16-5

Researcher Skill Improves Data Discovery

DDW is a global player in research services. As this ad proclaims, you can “push data into a template and get the job done,” but you are unlikely to make discoveries using that process.

Page 6: Chapter 16 Exploring, Displaying, and Examining Data McGraw-Hill/Irwin Business Research Methods, 10eCopyright © 2008 by The McGraw-Hill Companies, Inc.

16-6

Exploratory Data Analysis

ConfirmatoryExploratory

Page 7: Chapter 16 Exploring, Displaying, and Examining Data McGraw-Hill/Irwin Business Research Methods, 10eCopyright © 2008 by The McGraw-Hill Companies, Inc.

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Data Exploration, Examination, and Analysis in the Research Process

Page 8: Chapter 16 Exploring, Displaying, and Examining Data McGraw-Hill/Irwin Business Research Methods, 10eCopyright © 2008 by The McGraw-Hill Companies, Inc.

16-8

Frequency of Ad Recall

Value Label Value Frequency Percent Valid Cumulative Percent Percent

Page 9: Chapter 16 Exploring, Displaying, and Examining Data McGraw-Hill/Irwin Business Research Methods, 10eCopyright © 2008 by The McGraw-Hill Companies, Inc.

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Bar Chart

Page 10: Chapter 16 Exploring, Displaying, and Examining Data McGraw-Hill/Irwin Business Research Methods, 10eCopyright © 2008 by The McGraw-Hill Companies, Inc.

16-10

Pie Chart

Page 11: Chapter 16 Exploring, Displaying, and Examining Data McGraw-Hill/Irwin Business Research Methods, 10eCopyright © 2008 by The McGraw-Hill Companies, Inc.

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Frequency Table

Page 12: Chapter 16 Exploring, Displaying, and Examining Data McGraw-Hill/Irwin Business Research Methods, 10eCopyright © 2008 by The McGraw-Hill Companies, Inc.

16-12

Histogram

Page 13: Chapter 16 Exploring, Displaying, and Examining Data McGraw-Hill/Irwin Business Research Methods, 10eCopyright © 2008 by The McGraw-Hill Companies, Inc.

16-13

Stem-and-Leaf Display

455666788889

12466799

02235678

02268

24

018

3

1

06

3

36

3

6

8

5

6

7

8

9

10

11

12

13

14

15

16

17

18

19

20

21

Page 14: Chapter 16 Exploring, Displaying, and Examining Data McGraw-Hill/Irwin Business Research Methods, 10eCopyright © 2008 by The McGraw-Hill Companies, Inc.

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Pareto Diagram

Page 15: Chapter 16 Exploring, Displaying, and Examining Data McGraw-Hill/Irwin Business Research Methods, 10eCopyright © 2008 by The McGraw-Hill Companies, Inc.

16-15

Boxplot Components

Page 16: Chapter 16 Exploring, Displaying, and Examining Data McGraw-Hill/Irwin Business Research Methods, 10eCopyright © 2008 by The McGraw-Hill Companies, Inc.

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Diagnostics with Boxplots

Page 17: Chapter 16 Exploring, Displaying, and Examining Data McGraw-Hill/Irwin Business Research Methods, 10eCopyright © 2008 by The McGraw-Hill Companies, Inc.

16-17

Boxplot Comparison

Page 18: Chapter 16 Exploring, Displaying, and Examining Data McGraw-Hill/Irwin Business Research Methods, 10eCopyright © 2008 by The McGraw-Hill Companies, Inc.

16-18

Mapping

Page 19: Chapter 16 Exploring, Displaying, and Examining Data McGraw-Hill/Irwin Business Research Methods, 10eCopyright © 2008 by The McGraw-Hill Companies, Inc.

16-19

Geograph: Digital Camera Ownership

Page 20: Chapter 16 Exploring, Displaying, and Examining Data McGraw-Hill/Irwin Business Research Methods, 10eCopyright © 2008 by The McGraw-Hill Companies, Inc.

16-20

SPSS Cross-Tabulation

Page 21: Chapter 16 Exploring, Displaying, and Examining Data McGraw-Hill/Irwin Business Research Methods, 10eCopyright © 2008 by The McGraw-Hill Companies, Inc.

16-21

Percentages in Cross-Tabulation

Page 22: Chapter 16 Exploring, Displaying, and Examining Data McGraw-Hill/Irwin Business Research Methods, 10eCopyright © 2008 by The McGraw-Hill Companies, Inc.

16-22

Guidelines for Using Percentages

Averaging percentagesAveraging percentages

Use of too large percentagesUse of too large percentages

Using too small a baseUsing too small a base

Percentage decreases can never exceed 100%

Percentage decreases can never exceed 100%

Page 23: Chapter 16 Exploring, Displaying, and Examining Data McGraw-Hill/Irwin Business Research Methods, 10eCopyright © 2008 by The McGraw-Hill Companies, Inc.

16-23

Cross-Tabulation with Control and Nested Variables

Page 24: Chapter 16 Exploring, Displaying, and Examining Data McGraw-Hill/Irwin Business Research Methods, 10eCopyright © 2008 by The McGraw-Hill Companies, Inc.

16-24

Automatic Interaction Detection (AID)

Page 25: Chapter 16 Exploring, Displaying, and Examining Data McGraw-Hill/Irwin Business Research Methods, 10eCopyright © 2008 by The McGraw-Hill Companies, Inc.

16-25

Exploratory Data Analysis

This Booth Research Services ad suggests that the researcher’s role is to make sense of data displays.

Great data exploration and analysis delivers insight from data.

Page 26: Chapter 16 Exploring, Displaying, and Examining Data McGraw-Hill/Irwin Business Research Methods, 10eCopyright © 2008 by The McGraw-Hill Companies, Inc.

16-26

Key Terms

• Automatic interaction detection (AID)

• Boxplot• Cell• Confirmatory data

analysis• Contingency table• Control variable• Cross-tabulation• Exploratory data

analysis (EDA)

• Five-number summary• Frequency table• Histogram• Interquartile range (IQR)• Marginals• Nonresistant statistics• Outliers• Pareto diagram• Resistant statistics• Stem-and-leaf display

Page 27: Chapter 16 Exploring, Displaying, and Examining Data McGraw-Hill/Irwin Business Research Methods, 10eCopyright © 2008 by The McGraw-Hill Companies, Inc.

Working with Data Tables

Page 28: Chapter 16 Exploring, Displaying, and Examining Data McGraw-Hill/Irwin Business Research Methods, 10eCopyright © 2008 by The McGraw-Hill Companies, Inc.

16-28

Original Data Table

Our grateful appreciation to eMarketer for the use of their table.

Page 29: Chapter 16 Exploring, Displaying, and Examining Data McGraw-Hill/Irwin Business Research Methods, 10eCopyright © 2008 by The McGraw-Hill Companies, Inc.

16-29

Arranged by Spending

Page 30: Chapter 16 Exploring, Displaying, and Examining Data McGraw-Hill/Irwin Business Research Methods, 10eCopyright © 2008 by The McGraw-Hill Companies, Inc.

16-30

Arranged by No. of Purchases

Page 31: Chapter 16 Exploring, Displaying, and Examining Data McGraw-Hill/Irwin Business Research Methods, 10eCopyright © 2008 by The McGraw-Hill Companies, Inc.

16-31

Arranged by Avg. Transaction, Highest

Page 32: Chapter 16 Exploring, Displaying, and Examining Data McGraw-Hill/Irwin Business Research Methods, 10eCopyright © 2008 by The McGraw-Hill Companies, Inc.

16-32

Arranged by Avg. Transaction, Lowest


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