Preview toPreview to Data Analysis Data Analysis

How to start with Research How to start with Research Design of group project?Design of group project?

Common Statistical TechniquesCommon Statistical Techniques

T- testT- test

Chi SquareChi Square

Correlation AnalysisCorrelation Analysis

Cross TabulationCross Tabulation

Multiple RegressionMultiple Regression

ANOVA (Analysis of Variance)ANOVA (Analysis of Variance)

Comparison 1Comparison 1

A.A. Compare preference of a product, service, brand Compare preference of a product, service, brand and packaging etc between 2 groups.and packaging etc between 2 groups.

Chi-Square or T-test can be used.Chi-Square or T-test can be used.

Chi-Square: nominal scale is used.Chi-Square: nominal scale is used.

T-test : interval/ratio scale is used.T-test : interval/ratio scale is used.

Examples:Examples:– People with high health awareness tend to consume People with high health awareness tend to consume

more health supplements.more health supplements.– Children with health conscious parents tend to Children with health conscious parents tend to

consume more vegetables than children who parents consume more vegetables than children who parents are not health conscious.are not health conscious.

Comparison 1(Cont)Comparison 1(Cont)

– Men as compared to women have a higher Men as compared to women have a higher preference to drinking beer.preference to drinking beer.

– People who likes to watch football has higher People who likes to watch football has higher preference for beer as compared that those who preference for beer as compared that those who don’t.don’t.

– People who exercises regularly (min 3 times a People who exercises regularly (min 3 times a week) tend to read more articles on healthcare as week) tend to read more articles on healthcare as compared to those who don’t exercise.compared to those who don’t exercise.

– Women prefers going to a spa as compared to men.Women prefers going to a spa as compared to men.

Comparison 2Comparison 2

B. Compare preference of a product, service, brand, B. Compare preference of a product, service, brand, packaging and etc between groups. (more than 2 packaging and etc between groups. (more than 2 groups)groups)

ANOVA or Chi-Square is usually used.ANOVA or Chi-Square is usually used.

Examples:Examples:– People from different income groups will have different People from different income groups will have different

preference for magazines that they read.preference for magazines that they read.– Families of different sizes will have different preferences Families of different sizes will have different preferences

for their holiday destinations.for their holiday destinations.– Food outlets with high hygiene ratings tend to be more Food outlets with high hygiene ratings tend to be more

popular than those with lower hygiene ratings.popular than those with lower hygiene ratings.

Relationships between variablesRelationships between variablesCorrelation and multiple regression (causal).Correlation and multiple regression (causal).Examples:Examples:People who are frequent PC users tend to also use PDAs.People who are frequent PC users tend to also use PDAs.The personality of a person influences his/her preference of The personality of a person influences his/her preference of brands.brands.Extroverted people tend to be more successful in MLM.Extroverted people tend to be more successful in MLM.People who shops often tend to pay more interest for their People who shops often tend to pay more interest for their credit cards.credit cards.Product depth influences a consumer’s preference to a Product depth influences a consumer’s preference to a retail outlet.retail outlet.The celebrity who endorses a brand has influence on the The celebrity who endorses a brand has influence on the brand’s personality.brand’s personality.

Describing profilesDescribing profiles

Cross tabulation study.Cross tabulation study.

It is descriptive in nature, illustrating an It is descriptive in nature, illustrating an item in various dimensions.item in various dimensions.

Example:Example:– Teenagers who drinks coffee tend to prefer Teenagers who drinks coffee tend to prefer

iced coffee while consumers in between 21-35 iced coffee while consumers in between 21-35 who drink coffee prefers espressos.who drink coffee prefers espressos.

Describing profile (cont)Describing profile (cont)

location of reader * preference for magazine Crosstabulation

Count

32 28 60

24 4 28

56 32 88

urban

rural

location ofreader

Total

FinancialReview Newsweek

preference for magazine

Total

Which technique to use?Which technique to use?

Depends on research questions and Depends on research questions and hypothesis.hypothesis.

Depends on research problem at hand.Depends on research problem at hand.

Depends on the type of scale used.Depends on the type of scale used.

What do you want to discover?What do you want to discover?

What do you want to prove?What do you want to prove?

Summary on AnalysisSummary on Analysis

ApproachApproach MethodsMethods

Comparison (only 2 Comparison (only 2 parties)parties)

T-test, Chi-squareT-test, Chi-square

Comparison (more Comparison (more than 2 parties)than 2 parties)

ANOVA, Chi-squareANOVA, Chi-square

Displaying influenceDisplaying influence Multiple regressionMultiple regression

Displaying Displaying relationshipsrelationships

Correlation analysisCorrelation analysis

ProfilingProfiling Cross TabulationCross Tabulation