8356 basic concepts and conjoint analysis 3

8/10/2019 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)

8356 basic concepts and conjoint analysis 3

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