2. Using Microsoft Excel for Marketing Research By William G. Zikmund

3. TITLE BAR MENU BAR FORMULA BAR STANDARD TOOLBAR FORMATTING TOOLBAR ACTIVE CELL

4. PASTE FUNCTION TOOLS MENU

5. The Paste Function Provides Numerous Statistical Operations

6. The Statistical Function Category

7. Data Analysis Dialog Box Click on “Tools” Select “Data Analysis” Select statistical operation –such as Histogram

11. Functions Functions are predefined formulas for mathematical operations They perform calculations by using specific values, called arguments Arguments indicate data or a range of cells Arguments are performed, in a particular order, called the syntax

12. Functions Functions are predefined formulas for mathematical operations They perform calculations by using specific values, called arguments Arguments are performed, in a particular order, called the syntax For example, the SUM function adds values or ranges of cells

13. Easy to Use Paste Functions AVERAGE (MEAN) MEDIAN MODE SUM STANDARD DEVIATION

14. Functions The syntax of a function begins with the function name followed by an opening parenthesis the arguments for the function separated by commas a closing parenthesis. If the function starts a formula, an equal sign (=) is typed before the function name

15. The Equal Sign Then The Function Name And Arguments =FUNCTION (Argument1) =FUNCTION (Argument1,Argument2)

16. Arguments Typical arguments are numbers, text, arrays, and cell references Arguments can also be constants, formulas, or other functions

17. The AVERAGE Function Located in the Statistical Category

19. Data Array The data appear in cells A2 through 14 A2:A14 Sometimes written with dollars signs $A$2:$A$14

21. Sum, Average, and Standard Deviation =FUNCTION (Argument1) =SUM(A2:A9) =AVERAGE(A2:A9) =STDEVA(A2:A9)

24. SUM Function Sales Call Example

25. AVERAGE (Mean) Function Sales Call Example

26. Standard Deviation Function Sales Call Example

27. Proportion =COUNT =COUNTIF DIVIDE COUNTIF BY COUNT =D3/D2

30. Frequency Distributions There are alternative ways of constructing frequency distributions COUNTIF function HISTOGRAM function

32. =COUNTIF(A6:A134,1) =D4/D9*100

36. Histogram Function Tools -Data Analysis-Histogram Bins

38. The bins are the frequency categories

39. Insert Input and Bin Ranges

40. Text Labels Can Be Included or Excluded From Input Range

41. The Chart Wizard

43. The Descriptive Statistics Function

51. SEVERAL ROWS OF DATA ARE HIDDEN

58. Correlation

61. Correlation Coefficient, r =.75

62. Regression Analysis