Bài giảng Business Research Methods - Chapter 16: Exploring, Displaying, and Examining Data

Exploring, Displaying, and Examining DataChapter 16Learning ObjectivesUnderstand . . .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.Pull Quote “On a day-to-day basis, look for inspiration and ideas outside the research industry to influence your thinking. For example, data visualization could be inspired by an infographic you see in a favorite magazine, or even a piece of art you see in a museum.”Amanda Durkee, partnerZanthusResearcher Skill Improves Data DiscoveryDDW 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 a template process.Exploratory Data AnalysisConfirmatoryExploratoryData Exploration, Examination, and Analysis in the Research ProcessResearch 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 EntrepreneurshipFrequency: Appropriate Social Networking AgeBar ChartPie ChartFrequency TableHistogram Stem-and-Leaf Display45566678888912466799022356780226824018310633636856789101112131415161718192021Pareto DiagramBoxplot ComponentsDiagnostics with BoxplotsBoxplot ComparisonMappingSPSS Cross-TabulationPercentages in Cross-TabulationGuidelines for Using PercentagesDon’t average percentagesDon’t use too large a percentageDon’t use too small a baseChanges should never exceed 100%Higher number is the denominatorCross-Tabulation with Control and Nested VariablesAutomatic Interaction Detection (AID)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.Key TermsAutomatic interaction detection (AID)BoxplotCellConfirmatory data analysisContingency tableControl variableCross-tabulationExploratory data analysis (EDA)Five-number summaryFrequency tableHistogramInterquartile range (IQR)MarginalsNonresistant statisticsOutliersPareto diagramResistant statisticsStem-and-leaf displayAdditional Discussion opportunitiesChapter 16Snapshot: NovationNo standarded vocabulary across companiesServe variety of usersAd hoc analysis with sophisticated visualizationsBig data with sophisticated analytical tool.Snapshot: Digital Natives vs. Digital Immigrants30 subjects = 15 natives, 15 immigrantsMonitored media behaviors300 hours of real-time dataBiometric Monitoring: emotional engagementSnapshot: Empowering ExcelSnapshot: Internet-age Researchers“The ability to take data—to be able to understand it, to process it, to extract value from it, to visualize it, to communicate it—that’s going to be a hugely important skill in the nextdecades . . . .”Research Thought Leader“As data availability continues to increase, theimportance of identifying/filtering and analyzingrelevant data can be a powerful way to gain aninformation advantage over our competition.”Tom H.C. Anderson founder & managing partnerAnderson Analytics, LLCPulsePoint: Research Revelation65The percent boost in company revenue created by best practices in data quality.Geograph: Digital Camera OwnershipCloseUp: Working with Data TablesCloseUp: Original Data TableCloseUp: Arranged by SpendingMost to LeastCloseUp: Arranged by Average Annual Purchases, Most to LeastCloseUp: Arranged by Average Transaction, Most to LeastCloseUp: Arranged by Estimated Average Transaction, Least to MostExploring, Displaying, and Examining DataChapter 16Photo AttributionsSlideSource4Courtesy of Radius Global Market Research18Courtesy of RealtyTrac21Vstock/Alamy24Courtesy of Booth Research Services27Courtesy of Novation28Realistic Reflections29 Courtesy of DecisionPro; Digital Vision/Getty Images30Vstock LLC/Getty Images