1. 264a Marketing Research 1 Not Lying with Statistics

2. 264a Marketing Research 2 Not Lying with Statistics Aggregation - When do summary numbers represent the underlying detail? Cross Tabulation - using Pivot Tables to show relations. Quadmap - relating importance and performance.

3. 264a Marketing Research 3 Aggregation - When summary numbers reflect the detail. Look at the frequency distribution –Is it unimodal and symmetric? Unimodal

4. 264a Marketing Research 4 Aggregation Is it symmetric?

5. 264a Marketing Research 5 Influence of Skew on Mean, Median and Mode Mean - the balance point of a distribution. Median - the 50th percentile. Mode - most frequently occurring point.

6. 264a Marketing Research 6 Influence of Skew

7. 264a Marketing Research 7 Influence of Kurtosis Platykurtic - fat and flat Leptokurtic - tall and skinny

8. 264a Marketing Research 8 Influence of Kurtosis Platykurtic - the average reflects each period. Leptokurtic - more precise information exists.

9. 264a Marketing Research 9 When you hear comparisons Are means (averages) being compared? Are shapes being compared? –Unimodal vs. bimodal –Symmetric vs. skewed –Lepto- vs. platykurtic

10. 264a Marketing Research 10 The average temperature: West Virginia vs. Alameda, CA 56 degrees vs. 57 degrees

11. 264a Marketing Research 11 Association in Tables Question -- Are ratings of how much consumers Like a brand related to their Top Box rating of Intention to Purchase the brand?

12. 264a Marketing Research 12 Association in Tables If you Like the brand you are much more likely to check the Top Box on the Intent-to-Purchase scale.

13. 264a Marketing Research 13 Could this be the result of aggregating different consumers?

14. 264a Marketing Research 14 Using Pivot Tables