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Descriptive Statistics

In: A Concise Guide to Market Research

Author

Listed:
  • Marko Sarstedt

    (Otto-von-Guericke-Universität
    University of Newcastle)

  • Erik Mooi

    (University of Melbourne
    University of Aston)

Abstract

Learning Objectives After reading this chapter, you should understand: The workflow involved in a market research study. Univariate and bivariate descriptive graphs and statistics. How to deal with missing values. How to transform data (z-transformation, log transformation, creating dummies, aggregating variables). How to identify and deal with outliers. What a codebook is. The basics of using IBM SPSS Statistics.

Suggested Citation

  • Marko Sarstedt & Erik Mooi, 2014. "Descriptive Statistics," Springer Texts in Business and Economics, in: A Concise Guide to Market Research, edition 2, chapter 5, pages 87-139, Springer.
    • Handle: RePEc:spr:sptchp:978-3-642-53965-7_5
    DOI: 10.1007/978-3-642-53965-7_5
    as

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