Data Analysis

Steps in Data Analysis: Data Preparation Data Summary Choice of Data Analysis Method (s) Techniques Obtaining Results

Data Preparation Editing: To detect, diagnose and correct fault in a raw data-cooked up data in relevant informationinadequate and inconsistent information Categorizing Information: To classifying the grouping if any, to separate Unstructured and structured responses. Preparation of code book: Preparing the list of all variable and observation, Identifying the limit etc. Preparation of Master Table: Consolidating all variable and observation Information in a tabular format. Summarizing Data Understanding Each Variable Nominal Scale Data Ordinal Scale Data Interval and Ratio Scale Data Understanding Relationships

Selection Appropriate Data Analysis Techniques: (i) what kind of analysis is required as per the research, (ii) what kind of analysis is possible on the data collected (to be collected) and, (iii) Is there an appropriate technique which satisfies both (i) and (ii) above. Data Analysis Requirement Type of Study objectives (description, causation, association etc.) Number of variables in the study Whether there is some pre-specified set of dependent variables Data Analysis Feasibility: Type of measurement / scale are amenable to certain type of manipulation

A Classification for selection of techniques: No. of variables: One, scale type; any of the four (Univariable Analysis) No. of variables: Two, whether partitioned or not, scale type any of the four for each variable (Bivariate) No. of variable: Several (multivariate analysis) Dependence: number of dependent variables: one or more, scale of each of the dependent / independent variables: any of the four Interdependence: scale of each of the variables: any of the four

1. Techniques for Univariate Analysis:

Appropriate Techniques for Univariate Analysis
Type of Scale Central Tendency Nominal Ordinal Interval/Ratio Mode Percentage response in each category Median Arithmetic mean Percentage response in each category Rank-Correlation T test / F Test Variance / Standard deviation Measure of Dispersion Chi-square Test of Significance

2. Bivariate Analysis:
Appropriate Statistical Techniques for Bivariate Analysis
Dependent Variable Nominal Nominal Ordinal Interval Chi-Square Contingency Coefficient of differentiation Correlation ratio Independent Variable Ordinal Coefficient of differentiation Spearmans rank correlation Point multi-serial correlation Correlation ratio Point multi-serial correlation Regression / correlation analysis Interval

3. Multivariate Analysis: Single Dependent Variable

Dependent Variable Analysis
Dependent Variable Independent Variable Interval

Nominal
Nominal (binary) Ordinal Interval Automatic Interaction Detection (AID) Analysis of variance Analysis of variance, regression (AID)

Ordinal
Non-parametric Discriminant Analysis Cuttman-Lingoes CH-2 Regression -Two group Discriminant Analysis Carrols monotone regression Regression Analysis

Multivariate Analysis: More than one dependent variable

Canonical correlation and Analysis of Variance and Covariance.

Multivariate Analysis: Interdependence: Factor Analysis, cluster analysis and

multi-dimensional scaling

Techniques of Data Analysis

1. Chi-Square Analysis: An Example:

Recall of an Ad
Recall Yes No Total Sample 2. Multivariable: o Testing Significance Observed (f) 30 70 100 Expected (F) 50 50 100

Chi-Square= 16 at 5% reject Ho.

Observed vs Expected Frequencies

Recall Yes No Total Newspaper 30 (40) 70 (60) 100 Magazine 30 (20) 20 (30) 50 Total 60 90 150

o Estimating Association: Contingency Coefficient