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Ch 24: Marketing Research Data Analysis

About This Chapter

This convenient online chapter helps you better understand the fundamentals of marketing research data analysis. Access these short lessons and quizzes whenever you need to review these concepts for exams, homework, projects or any academic purpose.

Who's It For?

Anyone who needs help learning or mastering marketing research data analysis material will benefit from the lessons in this chapter. There is no faster or easier way to learn about the basics of marketing research data analysis. Among those who would benefit are:

  • Students who have fallen behind in understanding marketing research data analysis concepts
  • Students who struggle with learning disabilities or learning differences, including autism and ADHD
  • Students who prefer multiple ways of learning about marketing (visual or auditory)
  • Students who have missed class time and need to catch up
  • Students who need an efficient way to learn about marketing research data analysis
  • Students who struggle to understand their teachers
  • Students who attend schools without extra marketing learning resources

How It Works:

  • Find lessons in our course that cover what you need to learn or review.
  • Watch the video or read through the text lesson.
  • Refer to the transcripts or specific lesson sections to reinforce your learning.
  • Test your understanding of each lesson with short quizzes.
  • Verify you're ready by completing the Marketing Research Data Analysis chapter exam.

Why It Works:

  • Study Efficiently: Skip what you know, review what you don't.
  • Retain What You Learn: Engaging animations and real-life examples make topics easy to grasp.
  • Be Ready on Test Day: Use the Marketing Research Data Analysis chapter exam to be prepared.
  • Get Extra Support: Ask our subject-matter experts any marketing question. They're here to help!
  • Study With Flexibility: Watch videos and read text lessons on any web-ready device.

Students Will Review:

This chapter helps students review the concepts in a marketing research data analysis unit of a standard marketing course. Topics include:

  • Data preparation, collection, coding and scoring in marketing research
  • Variable respecification, data coding/recoding and cross-tabulations in Excel
  • Statistical software used for marketing research
  • Frequency distributions, cross-tabulation reports and parametric/non-parametric tests in marketing research
  • Perceptual mapping and bivariate analysis in marketing research
  • Advanced data analysis applications in marketing research

11 Lessons in Chapter 24: Marketing Research Data Analysis
Test your knowledge with a 30-question chapter practice test
Data Collection & Preparation in Marketing Research

1. Data Collection & Preparation in Marketing Research

Regardless of whether your sample is large or small, how you process the data you collect from marketing research will have a huge impact on its value. In this lesson, we'll examine how data is tabulated from traditional methods and online surveys.

Data Coding & Scoring in Marketing Research

2. Data Coding & Scoring in Marketing Research

When you ask people open-ended questions, you get longer answers that don't lend themselves well to statistical analysis without some manipulation. In this lesson, we'll examine the process of coding and scoring these types of responses.

Variable Respecification in Excel

3. Variable Respecification in Excel

When performing market research, it's not uncommon for raw data to be adjusted in order to improve the accuracy and quality of the answer to the research question. In this lesson, learn how Microsoft Excel can help researchers adjust these variables.

How to Code & Recode Data in Excel

4. How to Code & Recode Data in Excel

When performing statistical calculations in market research, it is often necessary to convert one value type to another. In this lesson, you will learn how to re-code data in Microsoft Excel in order to facilitate data analysis.

Statistical Software for Marketing Research

5. Statistical Software for Marketing Research

In many cases, market research requires advanced statistical calculations in order to accurately analyze and respond to trends. This lesson explores some of the commercial software packages that perform these functions.

Frequency Distributions in Marketing Research

6. Frequency Distributions in Marketing Research

The foundation of statistical research in marketing is the frequency distribution. This lesson explores why a frequency distribution is vital for visualizing, sorting, and analyzing the findings from marketing research.

Using Cross-Tabulation Reports in Marketing Research

7. Using Cross-Tabulation Reports in Marketing Research

Cross-tabulation is a way of grouping two or more variables to see if there is a relationship. In this lesson, we'll examine how market researchers use cross-tabulation reports to find probabilities, patterns and trends in raw data.

Creating Cross-Tabulations in Excel: Steps & Examples

8. Creating Cross-Tabulations in Excel: Steps & Examples

Cross-tabs are an excellent option for presenting data because they provide a succinct but complete picture of the material being addressed. This lesson will explore cross-tabs and the steps for creating them using Microsoft Excel.

Parametric & Non-Parametric Tests in Marketing Research

9. Parametric & Non-Parametric Tests in Marketing Research

Parametric and non-parametric tests are analytical techniques used to analyze statistical data with differing degrees of precision and reliability. This lesson will explore both tests and will provide tips for choosing the most appropriate test.

Bivariate Analysis & Perceptual Mapping in Marketing Research

10. Bivariate Analysis & Perceptual Mapping in Marketing Research

Bi-variate analysis is one of the most basic and straightforward statistical methodologies used in a number of different disciplines including market research. This lesson explores the fundamental components of a bivariate analysis.

Applications of Advanced Data Analysis in Marketing Research

11. Applications of Advanced Data Analysis in Marketing Research

When research questions are complex, advanced statistical methods can answer tough questions with accuracy. This lesson will explore some of these methods.

Chapter Practice Exam
Test your knowledge of this chapter with a 30 question practice chapter exam.
Not Taken
Practice Final Exam
Test your knowledge of the entire course with a 50 question practice final exam.
Not Taken

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