Download Chapter 16 Frequency Distributions & Measures of Location

Figure 16.1 Relationship of Frequency Distribution, Hypothesis
Testing and Cross-Tabulation to the Previous Chapters and the
Marketing Research Process
Focus of This
Chapter
• Frequency
• General
Procedure for
Hypothesis
Testing
• Cross Tabulation
Relationship to
Previous Chapters
• Research
Questions and
Hypothesis
(Chapter 2)
• Data Analysis
Strategy
(Chapter 15)
Relationship to Marketing
Research Process
Problem Definition
Approach to Problem
Research Design
Field Work
Data Preparation
and Analysis
Report Preparation
and Presentation
Be an MR!
Be a DM!
Opening Vignette
Frequency Distribution
Tables 16.1-16.2
Fig 16.3-16.4
Statistics Associated With Frequency Distribution
Fig 16.5
Introduction to Hypothesis Testing
Fig 16.6-16.9
Cross Tabulation
Tables 16.3-16.5
Statistics Associated With Cross Tabulation
Fig 16.10
Cross Tabulation in Practice
Fig
Fig16.11
16.10
Application to Contemporary Issues
International
Technology
Ethics
What Would You Do?
Experiential Learning
Figure 16.2 Frequency Distribution, Hypothesis Testing, and
Cross Tabulation: An Overview
Frequency Distribution
• In a frequency distribution, one variable
is considered at a time.
• A frequency distribution for a variable
produces a table of frequency counts,
percentages, and cumulative percentages
for all the values associated with that
variable.
Figure 16.3 Conducting Frequency Analysis
Calculate the Frequency for Each Value of the Variable
Calculate the Percentage and Cumulative Percentage
for Each Value, Adjusting for Any Missing Values
Plot the Frequency Histogram
Calculate the Descriptive Statistics, Measures of Location and
Variability
Statistics Associated with Frequency Distribution
Measures of Location
• The mean, or average value, is the most commonly used
measure of central tendency.
The mean, X is given by
n
X =  X i /n
i =1
Where,
Xi = Observed values of the variable X
n = Number of observations (sample size)
• The mode is the value that occurs most frequently. It
represents the highest peak of the distribution.
Statistics Associated with Frequency Distribution
Measures of Location
• The median of a sample is the middle value when
the data are arranged in ascending or descending
order. If the number of data points is even, the
median is usually estimated as the midpoint
between the two middle values – by adding the two
middle values and dividing their sum by 2. The
median is the 50th percentile.
Statistics Associated with Frequency Distribution
Measures of Variability
• The range measures the spread of the data. It is
simply the difference between the largest and
smallest values in the sample. Range = Xlargest –
Xsmallest.
Statistics Associated with Frequency Distribution
Measures of Variability
n
sx =
(Xi - X)2

i =1 n- 1
• The variance is the mean squared deviation from the
mean. The variance can never be negative.
• The standard deviation is the square root of the
variance.