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Not Lying with Statistics

Not Lying with Statistics. Not Lying with Statistics. Aggregation - When do summary numbers represent the underlying detail? Cross Tabulation - using Pivot Tables to show relations. Quadmap - relating importance and performance. Aggregation - When summary numbers reflect the detail.

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Not Lying with Statistics

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  1. Not Lying with Statistics

  2. Not Lying with Statistics • Aggregation - When do summary numbers represent the underlying detail? • Cross Tabulation - using Pivot Tables to show relations. • Quadmap - relating importance and performance.

  3. Aggregation - When summary numbers reflect the detail. • Look at the frequency distribution • Is it unimodal and symmetric? • Unimodal

  4. Aggregation • Is it symmetric?

  5. Influence of Skew on Mean, Median and Mode • Mean - the balance point of a distribution. • Median - the 50th percentile. • Mode - most frequently occurring point.

  6. Influence of Skew

  7. Influence of Kurtosis • Platykurtic - fat and flat • Leptokurtic - tall and skinny

  8. Influence of Kurtosis • Platykurtic - the average reflects each period. • Leptokurtic - more precise information exists.

  9. When you hear comparisons • Are means (averages) being compared? • Are shapes being compared? • Unimodal vs. bimodal • Symmetric vs. skewed • Lepto- vs. platykurtic

  10. The average temperature:West Virginia vs. Alameda, CA 56 degrees vs. 57 degrees

  11. Association in Tables • Question -- Are ratings of how much consumers Like a brand related to their Top Box rating of Intention to Purchase the brand?

  12. Association in Tables If you Like the brand you are much more likely to check the Top Box on the Intent-to-Purchase scale.

  13. Could this be the result of aggregating different consumers?

  14. Using Pivot Tables

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