Dr. Satyendra Singh, Department of Adminstrative Studies Welcome to the Class of Univariate Data Analysis & Marketing Research Questions

Dr. Satyendra Singh, Department of Adminstrative Studies Types of Data Nominal Scale –labels and categories (e.g. gender, major) Ordinal Scale –order and rank (e.g. school year) Interval Scale –equal differences (e.g. GPA, Temperature) Ratio Scale –Natural zero (e.g. weight, height)

Dr. Satyendra Singh, Department of Adminstrative Studies Which scale you will choose to measure the following variable? Which of the soft drinks on the following list do you like? (check all that apply) –Coke –Dr Pepper –Pepsi

Dr. Satyendra Singh, Department of Adminstrative Studies Which scale you will choose to measure the following variable? Please rank the soft drinks on the following list according to your degree of liking for each, assigning your most preferred drink = 1 and your least preferred drink = 3. –Coke –Dr Pepper –Pepsi

Dr. Satyendra Singh, Department of Adminstrative Studies Which scale is this? Please indicate your degree of liking of each of the soft drinks on the following list by checking the appropriate position on the scale. DislikeLike a lotDislikeLikea lot Coke____________________ Dr Pepper ____________________ Pepsi ____________________

Dr. Satyendra Singh, Department of Adminstrative Studies Which scale you will choose to measure the following variables? Please divide 100 points among each of the following soft drinks according to your degree of liking for each. –Coke –Dr Pepper –Pepsi

Dr. Satyendra Singh, Department of Adminstrative Studies Appropriate Data Analysis Univariate –Mode, Frequency Nominal, Ordinal, Interval, Ratio –Median Ordinal, Interval, Ratio –Mean Interval, Ratio –Variance Interval, Ratio

Dr. Satyendra Singh, Department of Adminstrative Studies Reliability & Validity Reliability Face or Content Construct Criterion –Concurrent –Predictive Validity Internal consistency –Splitting halves –Equivement forms Stability –Test retest