Microsoft Office Tutorials and References
In Depth Information
Chapter 5
Analysis of Qualitative Data
Contents
5.1 Introduction ................................. 141
5.2 Essentials of Qualitative Data Analysis ..................... 143
5.2.1 Dealing with Data Errors ........................ 143
5.3 PivotChart or PivotTable Reports ....................... 147
5.3.1 An Example .............................. 148
5.3.2 PivotTables .............................. 150
5.3.3 PivotCharts .............................. 157
5.4 TiendaMía.com Example—Question 1 ..................... 160
5.5 TiendaMía.com Example—Question 2 ..................... 163
5.6 Summary .................................. 171
Key Terms .................................... 172
Problems and Exercises .............................. 172
5.1 Introduction
There are many business questions that require the collection and analysis of quali-
tative data. For example, how does a visitor’s opinion of a commercial website relate
to her purchases at the website? Does a positive opinion of the website, relative to
a bad or mediocre opinion, lead to higher sales? This type of information is often
gathered in the form of an opinion and measured as a categorical response. Also
accompanying these opinions are some quantitative characteristics of the respon-
dent; for example, their age or income. Thus, a data collection effort will include
various forms of qualitative and quantitative data elements. Should we be concerned
with the type of data we collect? In the prior chapters we have answered this ques-
tion with a resounding yes. It is the type of the data categorical, interval, ratio,
etc. that often dictates the form of analysis we can perform.
H. Guerrero, Excel Data Analysis , DOI 10.1007/978-3-642-10835-8_5,
C
141
Springer-Verlag Berlin Heidelberg 2010
Search JabSto ::




Custom Search