Transcript Analysis of Quantitative Data - UF College of Journalism

Analysis of Quantitative
Data
Descriptive Statistics
Reporting Data

The means by which data is reported is
partially driven by the choice of
measurement

Nominal, ordinal = Lower levels of
measurement

Interval, ratio = Higher levels of
measurement
Reporting Data

Fewer data analyses are appropriate for
lower levels of measurement

Higher levels of measurement can be
analyzed using all statistical techniques
Rules of Thumb Data
Analyses

Always report the total number of cases
in each table

Avoid computing proportion,
percentages for <50 cases.*
Descriptive Techniques

Frequency distribution

A tally of the raw number of responses
falling into each category

Represents a one-to-one match between
response category and distribution of
responses

Ordinal categories are treated as
independent units
Reporting Frequency
Distributions

Present the initial frequency distribution
(one-to-one match)

Re-categorize data as necessary to
present different ‘angles’ of the data
Descriptive Techniques

Proportions
The frequency of responses relative to the
total
 Total response proportion = 1.0


Percentages

Proportion multiplied by a quotient of 100
Descriptive Techniques

Ratios


Used when the relationship between
objects is important
X ‘in relation to’ Y
Example:
“The representation of males to female
respondents was 3 to 1….”

Data Analyses Specific to
Interval, Ratio Data

Interval and ratio data can be analyzed
using all of the aforementioned
techniques

In addition, such data can be analyzed
using measures of central tendency
Measures of Central
Tendency

Mean
Provides a summary of the data average
 Assumes a normal (representative)
distribution of the scores


Often accompanied by a variance, and
standard deviation
Measures of Central
Tendency

Median
The middle value of a data set
 Assumes an equal distribution of scores
above and below the mid-point


Mode

The most frequently-observed value in a
data set