Descriptive Statistics

Marko Sarstedt and Erik Mooi
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Marko Sarstedt: Otto-von-Guericke-Universität
Erik Mooi: University of Melbourne

Chapter 5 in A Concise Guide to Market Research, 2014, pp 87-139 from Springer

Abstract: Learning Objectives After reading this chapter, you should understand: The workflow involved in a market research study. Univariate and bivariate descriptive graphs and statistics. How to deal with missing values. How to transform data (z-transformation, log transformation, creating dummies, aggregating variables). How to identify and deal with outliers. What a codebook is. The basics of using IBM SPSS Statistics.

Keywords: Bar chart; Box plot; Codebook; Correlation; Covariance; Crosstabs; Dummies; Frequency table; Histogram; Interquartile range; Interviewer fraud; Line chart; Log transformation; Mean; Median; Mode; Outliers; Pie chart; Range; Scatter plots; SPSS; Standard deviation; Suspicious response patterns; Variance; Workflow; z-transformation (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sptchp:978-3-642-53965-7_5

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DOI: 10.1007/978-3-642-53965-7_5

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