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Case Study Marketing

CHAPTER 2

Descriptive Statistics:
Tabular and
Graphical Methods

19

KEY CONCEPTSs

CONCEPT EXAMPLES EXERCISES

Summarizing Qualitative Data

Frequency Distribution 1 1

Relative Frequency Distribution 2 1

Percent Frequency Distribution 2 1

Bar Graph 3 2

Pie Chart 4 2

Summarizing Quantitative Data

Frequency Distribution 5 3

Relative Frequency Distribution 5 3

Percent Frequency Distribution 5 3

Histogram 6 4

Cumulative Distributions 7 5

Ogive 8 5

Exploratory Data Analysis

Stem-and-Leaf Display 9 6

Relationship Between Two Variables

Crosstabulation 10 7

Scatter Diagram 11 8

Excel Used

REVIEWs

Summarizing Qualitative Data

Frequency Distribution

• A frequency distribution is a tabular summary of data showing the frequency (or number) of items in each of several nonoverlapping classes.
• The objective is to provide insights about the data that cannot be quickly obtained by looking only at the original data.

Excel Function for Qualitative Frequency Distributions
• Excel’s COUNTIF function can be used to construct a frequency distribution for qualitative data.
• The function has two arguments:
• First – the range of cell addresses containing the observations (qualitative data) to be counted by class.
• Second – the label, or address of the cell containing the label, of the class to be counted.
• Note that each time the function is employed, it counts the frequency of only one class – the class entered as the second argument in the...