1. Preview to Data Analysis How to start with Research Design of group project?

2. Common Statistical Techniques T- test T- test Chi Square Chi Square Correlation Analysis Correlation Analysis Cross Tabulation Cross Tabulation Multiple Regression Multiple Regression ANOVA (Analysis of Variance) ANOVA (Analysis of Variance)

3. Comparison 1 A. Compare preference of a product, service, brand and packaging etc between 2 groups. Chi-Square or T-test can be used. Chi-Square or T-test can be used. Chi-Square: nominal scale is used. Chi-Square: nominal scale is used. T-test : interval/ratio scale is used. T-test : interval/ratio scale is used.

4. COMPARISON 1 (CONT) Independent Variable Dependent Variable Category Scale Interval/Ratio Scale A. USE T-TEST WHEN Independent Variable Dependent Variable Category Scale Category Scale B. USE CHI-SQUARE WHEN

5. Comparison 1 (cont) Examples: Examples: People with high health awareness tend to consume more health supplements.People with high health awareness tend to consume more health supplements. Children with health conscious parents tend to consume more vegetables than children who parents are not health conscious.Children with health conscious parents tend to consume more vegetables than children who parents are not health conscious.

6. Comparison 1(Cont) Men as compared to women have a higher preference to drinking beer.Men as compared to women have a higher preference to drinking beer. People who likes to watch football has higher preference for beer as compared that those who don’t.People who likes to watch football has higher preference for beer as compared that those who don’t. People who exercises regularly (min 3 times a week) tend to read more articles on healthcare as compared to those who don’t exercise.People who exercises regularly (min 3 times a week) tend to read more articles on healthcare as compared to those who don’t exercise. Women prefers going to a spa as compared to men.Women prefers going to a spa as compared to men.

7. Comparison 2 B. Compare preference of a product, service, brand, packaging and etc between groups. (more than 2 groups) ANOVA is usually used. ANOVA is usually used. Chi-Square test Chi-Square testExamples: People from different income groups will have different preference for magazines that they read.People from different income groups will have different preference for magazines that they read. Families of different sizes will have different preferences for their holiday destinations.Families of different sizes will have different preferences for their holiday destinations. Food outlets with high hygiene ratings tend to be more popular than those with lower hygiene ratings.Food outlets with high hygiene ratings tend to be more popular than those with lower hygiene ratings.

8. COMPARISON 2 (CONT) Independent Variable Dependent Variable Category Scale Interval/Ratio Scale A. USE ANOVA WHEN Independent Variable Dependent Variable Category Scale Category Scale B. USE CHI-SQUARE WHEN

9. Relationships between variables Correlation and multiple regression (causal). Correlation and multiple regression (causal). Examples: Examples: People who are frequent PC users tend to also use PDAs. People who are frequent PC users tend to also use PDAs. The personality of a person influences his/her preference of brands. The personality of a person influences his/her preference of brands. Extroverted people tend to be more successful in MLM. Extroverted people tend to be more successful in MLM. People who shops often tend to pay more interest for their credit cards. People who shops often tend to pay more interest for their credit cards. Product depth influences a consumer’s preference to a retail outlet. Product depth influences a consumer’s preference to a retail outlet. The celebrity who endorses a brand has influence on the brand’s personality. The celebrity who endorses a brand has influence on the brand’s personality.

10. Relationships between variables Independent Variable Dependent Variable Interval/ Ratio Scale Interval/Ratio Scale REGRESSION & CORRELATION ANALYSIS CAN BE USED WHEN

11. Describing profiles Cross tabulation study. Cross tabulation study. It is descriptive in nature, illustrating an item in various dimensions. It is descriptive in nature, illustrating an item in various dimensions. Example: Example: Teenagers who drinks coffee tend to prefer iced coffee while consumers in between 21-35 who drink coffee prefers espressos.Teenagers who drinks coffee tend to prefer iced coffee while consumers in between 21-35 who drink coffee prefers espressos.

12. Describing profile (cont)

13. Which technique to use? Depends on research questions and hypothesis. Depends on research questions and hypothesis. Depends on research problem at hand. Depends on research problem at hand. Depends on the type of scale used. Depends on the type of scale used. What do you want to discover? What do you want to discover? What do you want to prove? What do you want to prove?

14. Summary on Analysis ApproachMethods Comparison (only 2 parties)T-test, Chi-square Comparison (more than 2 parties) ANOVA, Chi-square Displaying influence Multiple regression Displaying relationships Correlation analysis Profiling Cross Tabulation