企业管理研究方法（英文版·第11版）唐纳德·库珀-Chap016.pptVIP

16-* Arranged by No. of Purchases 16-* Arranged by Avg. Transaction, Highest 16-* Arranged by Avg. Transaction, Lowest * This chapter presents the use of charts to present data and the initial exploration of data using tools like cross-tabulation. * * See the text Instructors Manual (downloadable from the text website) for ideas for using this research-generated statistic. * In exploratory data analysis, the researcher has the flexibility to respond to the patterns revealed in the preliminary analysis of the data. Patterns in the collected data guide the data analysis or suggest revisions to the preliminary data analysis plan. This flexibility is an important attribute of this approach. When the researcher is attempting to show causation, confirmatory data analysis is required. Confirmatory data analysis is an analytical process guided by classical statistical inference in its use of significance and confidence. * Exhibit 16-1 Exhibit 16-1 reminds one of the importance of data visualization as an integral element in the data analysis process and as a necessary step prior to hypothesis testing. * Exhibit 16-2 A frequency table is a simple device for arraying data. It arrays category codes from lowest value to highest value, with columns for count (frequency), percent, valid percent (percent when missing data is extracted), and cumulative percent. Ad recall, a nominal variable, describes the ads research participants remembered seeing or hearing without being prompted by the researcher or the measurement instrument. Although there are 100 observations, the small number of media placements makes the variable easily tabled. The same data are presented using a pie chart on the next slides. * Exhibit 16-3 In this slide, the same data are presented in the form of a bar chart. * Exhibit 16-3, part This portion of Exhibit 16-3 illustrates the observations of ad recall in the form of a pie chart. Data may be more readily understood when presented graphically. * Exhib