8356 basic concepts and conjoint analysis 3
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DISPLAYING DATADISPLAYING DATA
TABLES & GRAPHSTABLES & GRAPHS
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Pick the Right Tool.Pick the Right Tool.
YouYoull need to choose the most appropriatell need to choose the most appropriatetool for displaying your data. The mosttool for displaying your data. The most
frequently used graphs for businessfrequently used graphs for business
communications are pie, bar, and linecommunications are pie, bar, and line
graphs.graphs.
You need to draw some kind of meaningYou need to draw some kind of meaningfrom the data so that you can effectivelyfrom the data so that you can effectively
express that meaning to your audience.express that meaning to your audience.
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As a presenter, nothing commands likeAs a presenter, nothing commands likecredibility. This is especially true when itcredibility. This is especially true when it
comes to presenting data.comes to presenting data.
Data slides are not really about the data.Data slides are not really about the data.
They are about the meaning of the data.They are about the meaning of the data.
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GraphsGraphs
0
20
40
60
80
100
Percentage
1st Qtr 2nd Qtr 3rd Qtr 4th Qtr
Quarters
Grades on Graphing Tests
Barnhart Kids
Other Kids
Class A
Class B
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Pictograph
Types of Graphs
Line Graphs Plots
Circle Graph
Histogram
Single
Double
Stem & Leaf
Line
Single
Double
Box - and -
Whisker Plot
Scatter
Bar Graphs
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PictographPictograph
Fireflies
D
a y s o
f t h e
W e e
k
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PictographPictograph
All pictographs have aAll pictographs have atitle.title.
Rows and columnsRows and columns
shape the pictograph.shape the pictograph.
Label each row andLabel each row and
column.column.
Use pictures to showUse pictures to showthe data.the data.
Each picture equals aEach picture equals a
certain amount ofcertain amount of
data.data.
Pictographs need aPictographs need a
key.key.
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Bar GraphBar GraphFavorite Subjects
0
10
20
30
40
50
60
70
Math Science Reading Social Studies
Subjects
N
umberofStudents
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Bar GraphBar Graph The purpose of a barThe purpose of a bar
graph is to display andgraph is to display andcompare data.compare data.
Bar graphs use bars toBar graphs use bars to
show the data.show the data.
A bar graph mustA bar graph must
include:include:-- a titlea title
-- labeled X and Y axeslabeled X and Y axes
-- equal intervals areequal intervals are
used on the Y axisused on the Y axis-- the bars are evenlythe bars are evenly
spaced apart fromspaced apart from
each othereach other
They are visually moreThey are visually more
precise than pieprecise than piecharts, and cancharts, and can
accommodate largeraccommodate larger
data sets.data sets.
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CONTCONT....
Show quantities represented by horizontal orShow quantities represented by horizontal orvertical barsvertical bars
and are useful for displaying:and are useful for displaying:
The activity of one thing through timeThe activity of one thing through time
Several categories of results at onceSeveral categories of results at once
Data sets with few observationsData sets with few observations
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Double Bar GraphDouble Bar GraphPlant Growth
5
1
1 5
2
W e e k 1 W e e k 2 W e e k 3 W e e k 4
Weeks
Inches
L i g h t
D a r k
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Double Bar GraphDouble Bar Graph The purpose of aThe purpose of a
double bar graph is todouble bar graph is tocompare two or morecompare two or more
sets of data.sets of data.
Uses bars to show theUses bars to show thedata.data.
Double bar graphsDouble bar graphsmust include:must include:
-- TitleTitle
-- Labeled X and Y axesLabeled X and Y axes
-- Equal intervals areEqual intervals are
used on the Y axisused on the Y axis-- Pairs of bars arePairs of bars are
equally spaced, butequally spaced, but
the compared barsthe compared barsare notare not
-- KeyKey
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HistogramHistogram
10
9
8
7
6
5
4
3
2
1
10-Jan 11-20 21-30 31-40 41-50 51-60 61-70 71-80 81-90 90-99
Frequency
Test Scores
Class Test Scores
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Line GraphLine GraphTemperature For One Week
010203040506070
8090
100
Day 1 Day 2 Day 3 Day 4 Day 5
Days of the Week
D
egreesFaren
heit
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Line GraphLine Graph
A Line graphs are usedA Line graphs are usedto track changes overto track changes over
short and long periodsshort and long periods
of time.of time. Line graphs need:Line graphs need:
-- TitleTitle
-- Labeled X and Y axesLabeled X and Y axes
-- Equal IntervalsEqual Intervals
-- Data displayed byData displayed bypoints connected intopoints connected into
lineslines
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Double Line GraphDouble Line GraphAmount of Rainfall
1
2
3
4
5
M a y J u n e J u ly A u g u s t
Months
Inches 1999
2000
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Circle GraphCircle GraphEye Color
40%
32%
20%
8%
Brown
Blue
Green
Other
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Circle GraphCircle Graph
Circle graphs areCircle graphs areused to display partsused to display parts
of the data in relationof the data in relation
to the entire amountto the entire amountof data.of data.
All circle graphs needAll circle graphs need
a title.a title.
Each part is called aEach part is called asector and is labeled.sector and is labeled.
All angles correctAll angles correct(+2/(+2/--2 degrees)2 degrees)
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Pie chartsPie charts
Pie charts work onlyPie charts work onlyfor showing largefor showing large
differences indifferences in
proportion, especiallyproportion, especiallypercentages.percentages.
Useful for displaying:Useful for displaying:
Component parts of aComponent parts of a
whole in percentageswhole in percentages
Budget, geographic orBudget, geographic orpopulation analysispopulation analysis
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Pie charts work only for showing largePie charts work only for showing largedifferences in proportion, especiallydifferences in proportion, especially
percentages.percentages.
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Line PlotLine PlotFavorite Colors
X
X
X X X
X X X X
X X X X X
X X X X X
Red Blue Green Yellow Purple
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Stem and Leaf PlotStem and Leaf Plot
12 7,8,8,9
13 1,2,4,4,4,6,6
14 0,0,2,3,3,4,7
15 1,1
Student Heights in Centimeters
Key: 12 7 = 127 cm
7 8 8 9
1 2 4 4 4 6 6
0 0 2 3 3 4 7
1 1
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Stem and Leaf PlotStem and Leaf Plot
Stem and leaf plots are used as a quick wayStem and leaf plots are used as a quick wayof seeing how many pieces of data fall inof seeing how many pieces of data fall in
various ranges. The reader can quickly tell:various ranges. The reader can quickly tell:
-- the rangethe range
-- the modethe mode
Stem and leaf plots have a title, a stem, andStem and leaf plots have a title, a stem, and
leavesleaves
A key is used to explain how to read theA key is used to explain how to read thestem and leaves.stem and leaves.
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Scatter PlotScatter Plot
Shows how closelyShows how closely
two sets of data aretwo sets of data are
relatedrelated
The closer the setsThe closer the sets
are related, the closerare related, the closer
the points come tothe points come to
forming a straightforming a straight
line.line.
Scatter Plots include:Scatter Plots include:
-- titletitle
-- labeled axeslabeled axes
-- equal intervalsequal intervals
-- correspondingcorresponding
numbers plotted asnumbers plotted asordered pairsordered pairs
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BoxBox -- andand -- Whisker PlotWhisker Plot
Hours of HomeworkHours of Homework
876
5
43 9
6.3
7.75
5
5.25 6.9
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Box - and - Whisker Plot
Displays large set ofDisplays large set of
data.data.
Gives general idea ofGives general idea ofhow data clusters.how data clusters.
Graph includes:Graph includes:
-- TitleTitle
--
Labeled intervalsLabeled intervals
-- Box between lowerBox between lower
and upper quartilesand upper quartiles
-- Whiskers fromWhiskers fromquartiles to extremesquartiles to extremes
-- Median, quartiles andMedian, quartiles and
whiskers labeledwhiskers labeled
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Do your best to avoid all unnecessaryvisual distractions and the message will
come through much clearer.
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Keep in mind that the purpose of slides is not to
show all the data, but to communicate conclusions
and insights.
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Match the display with itMatch the display with its purposes purpose
Line graphLine graph To compare data in different categorieTo compare data in different categorie
Circle graphCircle graph To organize data in numerical orderTo organize data in numerical order
Bar graphBar graph To Show change over timeTo Show change over time
StemStemandandLeafLeaf To compare parts to a wholeTo compare parts to a whole
Line PlotLine Plot To count the number of eventsTo count the number of events
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Bar GraphBar Graph: Used when comparing various items or ideas.: Used when comparing various items or ideas.
Histogram: Used to show frequency and compare items orHistogram: Used to show frequency and compare items or
ideas; each bar represents an interval of values.ideas; each bar represents an interval of values.
Line GraphLine Graph: Used to show change over time.: Used to show change over time.
PictographPictograph: Used to show frequency and compare items or: Used to show frequency and compare items or
ideas.ideas.
Circle GraphCircle Graph
(or Pie Graph): Used to show parts or percentages(or Pie Graph): Used to show parts or percentages
of a whole.of a whole.
BoxBox--andand--Whisker Plot: Used to show the range of values asWhisker Plot: Used to show the range of values as
well as the median, quartiles, and outliers; fivewell as the median, quartiles, and outliers; five--numbernumber
summary is another name for this representation.summary is another name for this representation.
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Chapter TwentyChapter Twenty--OneOne
Conjoint AnalysisConjoint Analysis
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Conjoint analysis is a popular marketingConjoint analysis is a popular marketing
research technique that marketers use toresearch technique that marketers use to
determine what features a new productdetermine what features a new product
should have and how it should be priced.should have and how it should be priced.Conjoint analysis became popular becauseConjoint analysis became popular because
it was a far less expensive and more flexibleit was a far less expensive and more flexible
way to address these issues than conceptway to address these issues than concept
testingtesting
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Conjoint AnalysisConjoint Analysis-- Is a term given to aIs a term given to amultimulti variatevariate analytical tool thatanalytical tool that
Considers Jointly the effect of theConsiders Jointly the effect of the
individual attributes of a product or aindividual attributes of a product or abrand. This helps the marketer tobrand. This helps the marketer to
analyze the utility that each variedanalyze the utility that each variedcombinations of the attributes of thecombinations of the attributes of the
product is providing to the customer.product is providing to the customer.
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The basics of conjoint analysis are not hard toThe basics of conjoint analysis are not hard to
understand, A simple example is all thatunderstand, A simple example is all thats requireds required Suppose we want to market a new golf ball. WeSuppose we want to market a new golf ball. We
know from experience and from talking withknow from experience and from talking with
golfers that there are three important productgolfers that there are three important product
features:features:
Average Driving DistanceAverage Driving Distance Average Ball LifeAverage Ball Life
PricePriceremaining fromremaining from pdfpdf
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Types of Conjoint AnalysisTypes of Conjoint Analysis
Traditional ConjointTraditional Conjoint Full ProfileFull Profile
Partial Profile / Fractional Factorial DesignPartial Profile / Fractional Factorial Design
Paired ComparisonPaired Comparison
Self ExplicatedSelf Explicated
Adaptive Conjoint Analysis (ACA)Adaptive Conjoint Analysis (ACA)
Choice Based Conjoint (CBC)Choice Based Conjoint (CBC)