XL Data Analyst™

Basic Version 3.0

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Documentation Manual

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Table of Contents

Chapter Page

Introduction ......................................................................................................................... 3 Requirements for Running the XL Data Analyst on Excel 2010........................................ 5 How the XL Data Analyst is Organized ........................................................................... 10 XL Data Analyst Analyses................................................................................................ 13

Basic Operation of the XL Data Analyst ...................................................................... 13

Pinning the XL Data Analyst Menu to the Quick Access Toolbar ............................... 15 Summarization Analyses .............................................................................................. 17

Percents Analysis ...................................................................................................... 17

Average Analysis ...................................................................................................... 19 Generalization Analyses ............................................................................................... 21

Confidence Intervals for a Percentage ...................................................................... 21

Confidence Intervals for an Average ........................................................................ 23 Hypothesis Test for a Percent. .................................................................................. 25

Hypothesis Test for an Average ................................................................................ 27 Differences Analysis ..................................................................................................... 29

Differences between 2 Group Percents ..................................................................... 29

Difference between 2 Group Averages ..................................................................... 31 Differences among 3+ Groups .................................................................................. 33

Difference between 2 Variable Averages ................................................................. 35 Crosstabulation Analysis .......................................................................................... 37

Correlation Analysis ................................................................................................. 39 Regression Analysis .................................................................................................. 41

Calculate Features ......................................................................................................... 43 Table of Random Numbers ....................................................................................... 43

Utilities Features ........................................................................................................... 47

Clean-Up ................................................................................................................... 47 Import Data ............................................................................................................... 48

Filter Data ................................................................................................................. 52 Unfilter Data. ............................................................................................................ 56

Setting up the Data Worksheet ..................................................................................... 57 Variable Labels in the Data Worksheet .................................................................... 57

Defining Variables in the Define Variables Worksheet ............................................... 58

Variable Descriptions................................................................................................ 61 Value Codes .............................................................................................................. 61 Value Labels ............................................................................................................. 61

Troubleshooting ................................................................................................................ 63

Warnings built into the XL Data Analyst ..................................................................... 63 Visual Basic Errors ....................................................................................................... 64 Other Errors .................................................................................................................. 65

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Introduction

This manual describes the setup, functioning, and specifics of the XL Data Analyst –

Basic Version – that accompanies Basic Marketing Research, 3nd edition, by Alvin

Burns and Ronald Bush (Prentice Hall). This textbook utilizes this data analysis system

throughout, and it provides three XL Data Analyst data sets to users. One of these data

sets, Advanced Automotive Concepts, pertains to a case study that is integrated

throughout the textbook. This XL Data Analyst data set is used for illustrations in this

manual.

The XL Data Analyst is a data analysis system developed to run on Microsoft Excel (runs

on Excel 2010). It performs data analyses of various types and generates tables with

professional appearance that can be copied into other applications such as Microsoft

Word or PowerPoint. Alternatively, the format features of Microsoft Office programs

allow users to apply unique table formats or format tweaks quickly and easily, while the

Excel platform also allows users to create graphs using Excel’s chart features. Note: the

next two figures are annotated screen captures that appear in the textbook.

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For those analyses that utilize statistical tests, the XL Data Analyst displays “interpreted”

output, meaning that the 95% level of confidence is applied, and the findings are

explained in plain English.

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Requirements for Running the XL Data Analyst on Excel 2010

The XL Data Analyst resides in an Excel file powered by the XL Data Analyst macro

system. Thus, the requirements for running the XL Data Analyst are…

1. Microsoft Excel 2010 (Note XL Data Analyst Version 3 will run on Excel 2007).

2. To run the XL Data Analyst, do the following:

a. Start Excel.

b. Set the File-Options -Trust Center-Trust Center Settings- Macro Settings to

“Disable all macros with notification.”

c. Open an XL Data Analyst File as you would open any Excel Macro Enabled

(.xlsm) file.

d. Enable Macros when prompted. That is, click “Enable Content” on the

Security Warning.

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e. Click on the Add-In tab, and use the XL Data Analyst Menu that appears on

the Add-In menu bar.

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Downloading the XL Data Analyst

Because the XL Data Analyst is a macro system residing in an Excel file, there is no

installation other than copying the file(s) onto your hard drive. This procedure can be

accomplished by downloading the files from the XL Data Analyst Basic website.

www.XlDataAnalyst.com/Basic (capitals not required)

Downloading from the website is strongly recommended as the website provides the most

recent upgraded XL Data Analyst files.

The “installation” procedure is as follows…

Go to the download area of the XL Data Analyst website, and click on the “Download”

button for the Version 3.0 files. (Note: the website may appear different, subject to

improvements and enhancements.)

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1. In the download window, click on Save.

2. Click on Open when the download is complete.

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3. If prompted with a Security Warning such as below, click on Run.

4. Select on Unzip to store copy the files on your hard drive or some other location

of your choice.

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How the XL Data Analyst is Organized

This section describes how data are organized, variable descriptions, value codes, and

value labels. It also describes how these are related in the XL Data Analyst.

Users who will simply use the XL Data Analyst Basic files that are downloaded from the

XL Data Analyst (for instance, those who will use the files only for one or more of the

related cases in Basic Marketing Research, 3rd edition) without modification may skip

this section of the manual as this material is not critical to the use of the data sets in this

context.

The XL Data Analyst has two essential worksheets named “Data” and “Define

Variables.” The Data worksheet holds raw numbers and other data elements that

constitute the dataset. As can be seen below, the Data worksheet is arranged in columns

and rows. The columns are associated with variables (or questions on a questionnaire),

while the rows are associates with respondents or subjects. Row 1 of the Data worksheet

must contain variable labels although the “labels” feature of Excel does not need to be

invoked. For more detail on the format of the labels on the Data worksheet, refer to

“Using the XL Data Analyst with Your Own Dataset.”

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The Define Variables worksheet is set up in parallel with the Data worksheet. As can be

seen above, the Define Variables worksheet has the Data worksheet variable labels in its

Row 1 (although lagged by one column). Beneath each Variable Label on the Define

Variables worksheet is a Description of any length desired. The user places the

Descriptions in their appropriate locations on the Define Variables worksheet. Also,

beneath the Description is a set of Value Codes, or code numbers in the Data worksheet

that correspond to the answers to the associated question on the survey, while beneath

each Value Code cell are the associated Value Labels.

Thus, in the figure above, the Variable “townsize” is in column 1 of the Data worksheet.

It is associated with Column 2 of the Define Variables worksheet, and the associated

Description is “Size of home town or city.” The answer codes are 1, 2, 3, 4, and 5and

these pertain to “Under 10K,” “10K to 100K,” 100K to 500K,” “500K to 1 million,” “1

million and more,” respectively.

The Descriptions are vital as they appear in the various XL Data Analysis selection

windows and they appear as table headings on the output.

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The Value Codes are similarly essential in that they appear in various XL Data Analysis

selection windows, and they appear in XL Data Analyst output tables.

For detailed information on Variable Labels, Descriptions, Value Codes, Value Labels

and other related topics, please refer to “Using the XL Data Analyst with Your Own

Dataset”

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XL Data Analyst Analyses

Basic Operation of the XL Data Analyst

All analyses in the XL Data Analyst utilize a simple three-step procedure.

1. Select the analysis from the XL Data Analyst menu.

2. Select variables in the XL Data Analyst window that appears. In some

windows, users may be required to enter values (e.g. performing a hypothesis test

requires that the hypothesis number be entered).

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2. Examine and interpret the output.

As can be seen in the figure above, an analysis result is written on a new worksheet that

is provided with a descriptive name. Subsequent analyses of the same type are placed on

new worksheets that are numbered sequentially, such as Percents1, Percents2, and so on.

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Pinning the XL Data Analyst Menu to the Quick Access Toolbar

Users may find the Add-Ins menu bar cumbersome to use, and they may opt to pin or

“attach” the XL Data Analyst menu to the Quick Access Toolbar by right clicking on the

XL Data Analysis menu heading on the Add-Ins menu bar and then clicking on the “Add

Group to Quick Access Toolbar” option.

The pinning operation makes the XL Data Analyst menu available from the Excel Quick

Access toolbar and independent of menu bars. All analyses examples in this section, and

most examples in this manual are shown with the XL Data Analyst menu pinned to the

Quick Access toobar.

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The following sections describe the various analyses possible with the XL Data Analyst

using screenshots that appear in Basic Marketing Research, 3nd

edition, by Burns and

Bush. Terminology is also specific to this textbook.

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Summarization Analyses

Summarization analyses involve percentage distributions for categorical variables and

averages for metric variables.

Percents Analysis. Use Summarize-Percents, and select the variables. If more than one

variable is selected, percentage distribution tables are created in the order of the variable

selections.

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Average Analysis. Use Summarize-Averages, and select the variable(s). If more than

one variable is selected, the table will list the variables in descending order of the

computed averages.

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Generalization Analyses

Generalization analyses pertain to confidence intervals and hypothesis tests for percents

or averages.

Confidence Intervals for a Percentage. Use Generalize-Confidence Interval-Percent.

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Confidence Intervals for an Average. Use Generalize-Confidence Interval-Average.

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Hypothesis Test for a Percent. Use Generalize-Hypothesis Test-Percent.

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Hypothesis Test for an Average. Use Generalize-Hypothesis Test-Average.

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Differences Analysis

Differences between 2 Group Percents. Use Differences-2 Group Percents.

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Difference between 2 Group Averages. Use Compare-2 Group Averages. Note:

Multiple Target Variables may be selected.

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Differences among 3+ Groups. Use Compare – 3+ Group Averages. This procedure is

also known as “Analysis of Variance” (ANOVA). Note: Multiple Target Variables may

be selected.

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Difference between 2 Variable Averages. Use Compare – 2 Variable Averages. Note:

Multiple pairs can be selected. Caution: For valid comparisons, the two variables should

have the same measurement scale (i.e., both should be in dollars, number of times, 5-

point scale, etc.)

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Relationship Analyses

Crosstabulation Analysis. Use Relate-Crosstabs. Note: Multiple Row Variables can be

selected.

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Correlation Analysis. Use Relate – Correlate. Note: Multiple Other Variables can be

selected.

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Regression Analysis. Use Relate – Regression. Note: Excel allows for a maximum of

16 Independent variables. If the user selects more than 16, the XL Data Analyst with

issue a message as to the maximum of 16 and analyze only the first 16 variables selected

by the user.

There are 2 output tables. The first one reports the regression analysis with all selected

independent variables and significance finding for each. The second tables reports only

significant (95% level of confidence) independent variables based on a backwards

stepwise regression procedure. If this procedure finds no significant independent

variables, the second table is not reported.

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Calculate Features

Table of Random Numbers. Use Calculate – Random #’s. Users may obtain tables of

up to 9,999 random numbers with a maximum value of 100,000,000.

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Sample Size Calculation. Use Calculate – Sample Size. The XL Data Analyst will

calculate sample size using the standard sample size formula for a percentage at the 95%

level of confidence where the user estimates p (percentage) and allowable error (e). The

output provides sensitivity analysis for alternative levels of e (e ± .5 and e ± 1.0) at the

constant value of p, and alternative levels of p (p ± 5% and p ± 10%) at the constant value

of e.

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Utilities Features

Version 3.0 of the XL Data Analyst has four utilities added to assist users in various

ways.

Clean-Up. The Clean-Up utility is multipurpose. It is useful to identify errors in value

codes and value labels, to find incompatible data (such as formulas), to relink the Data

worksheet with the Define Variables worksheet, and to re-establish templates. Whenever

users encounter problems with the running of the XL Data Analyst, using Clean-Up may

resolve or otherwise identify the sources of these errors.

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As noted in the message box that appears when the Clean-Up utility is activated, Clean-

Up performs the following checks and fixes:

Variable labels – checks for redundant ones, and changes the 2nd

one to a different

label. Eliminates up all punctuation, spaces, and nonalphameric symbols in

Variable labels.

Links the Data sheet to the Define Variables worksheet

Value Codes and Value Labels – checks that the number of codes is equal to the

number of associated labels, and issues warnings if unequal cases are found. The

user is prompted to repair the inconsistencies

Eliminates formulas, if found, in the Data worksheet

Eliminates errors notations, if found, in the Data worksheet

Re-establishes the XLDA graph template is it is lost or corrupted.

Import Data. The Import Data utility allows users to import a comma separated variable

(.csv) data set into the current XL Data Analyst file. To utilize Import Data without

problems, users must have their .csv files organized in the rows-by-columns arrangement

noted for the Data worksheet, and the first row must have a variable label for each dataset

column.

Users are first questioned about the nature of the data they wish to import.

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Upon OK, the XL Data Analyst will provide a File Open menu that is limited to only

comma separated variable (.csv) files. The user must navigate to find his/her .csv file to

be imported.

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The import operation may take a few seconds or longer, depending on the size of the

user’s file that is being imported. Upon completion, the following messages are issued.

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As can be seen in the figure below, the Import Data utility places the Variable label in the

associated Description cells on the Define Variables worksheet. To complete the data

import process and use the XL Data Analyst’s full functions, users should set up proper

Descriptions, Value Codes, and Value Labels. After this work, it is strongly

recommended to use the Clean-Up utility to check for errors.

Upon completing the import data process and setting up the Define Variables worksheet

to pertain to the imported data, users must “Save as…” the file in order to save it under a

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unique XL Data Analyst file name. Until the “Save as…” operation takes place, the file

will exist under the imported into XL Data Analyst file name.

Filter Data. Users who wish to analyze a subset of the full dataset may use the Filter

Data utility to identify which elements in the full data set are selected an analyzed.

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With Filter Data, the user is first prompted to use the Add-Ins tab for “Explain,”

“Cancel,” or “Done.”

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The user has full availability of Excel’s filter feature to select data based on the code

numbers under each variable in the data set. Any number of variables may be used in the

filter/selection process.

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When the user has completed the filter selection process, he/she should use the “Done”

button on Add-Ins menu bar. The XL Data Analyst will signal that the filtered data set is

now available for analysis and that the original data set has been retained intact.

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Unfilter Data. The Unfilter Data utility returns the original, full data set.

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Using the XL Data Analyst with Your Own Dataset

Users can easily apply the XL Data Analyst to their own datasets. As noted earlier, there

are two worksheets used to set up your dataset in the XL Data Analyst. These worksheets

are fully established in the three XL Data Analyst datasets that may be downloaded from

the XL Data Analyst Basic website. Users wishing to apply the XL Data Analyst to their

own dataset may do so by correctly substituting their dataset in the Data worksheet and

defining their variables, value codes, and value labels in the Define Variables worksheet.

When completed, save the dataset under a new Excel file name. The XL Data Analyst

system will be saved in that file.

Setting up the Data Worksheet

Users have two options as to creating a Data worksheet with their datasets: (1) use the

Import Data utility, and (2) establish the Data worksheet manually.

1. Using the Import Data Utility. This utility will import a comma separated

variable (.csv) file into the existing Data worksheet of any XL Data Analyst file.

Refer to the description of the “Import Data” utility.

2. Manual creation of the Data Worksheet. While this process is more

cumbersome, users may opt for manual creation if they are proficient in Excel.

The steps are as follows:

a. First, clear the contents of the Data worksheet of any XL Data Analyst file.

b. Second, create or place Variable labels in the first row of the Data

worksheet. That is, the organization of the Data worksheet is in the rows

and columns configuration customary to statistical analysis programs.

That is, the rows correspond to respondents or cases, while the columns

pertain to questions on the questionnaire or variables. Each column must

have a descriptive label in Row 1.

Variable Labels in the Data Worksheet. The only requirement for the

Data worksheet is to have variable names in Row 1 and numeric or text

data in all other rows. Requirements for variable names are as follows.

Variable names should be unique, not repeated.

Variable names can be any length.

Variable names should be letters and/or numbers.

Upper- and/or lower-case letters can be used.

Variable names should not have spaces in them.

The Labels function of Excel does not need to be invoked.

b. Input Data into the Data Worksheet. Since Row #1 contains the variable

names, the dataset necessarily should reside in Row #2 to the last row that

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constitutes the dataset. Users whose datasets are in spreadsheet organization

may accomplish this with a copy and paste operation. Users whose datasets

are in raw form (i.e. on questionnaires or otherwise not in spreadsheet

organization) must enter their data in manually.

Once the Data worksheet has been established with the user’s own dataset, it is prudent to

save the work as an Excel file in the user’s dataset name.

Defining Variables in the Define Variables Worksheet

The Define Variables worksheet contains Variable Labels, Descriptions, Value Codes,

and Value Labels.

If the user has used the Import Data utility, the prior XL Data Analyst Define Variables

contents will be deleted. The new Variable Labels will be on the Define Variables

worksheet in the Descriptions cells, and the Data and Define Variables worksheets will

be linked properly. If this is the case, skip to “Variable Description” below.

Users who use the manual creation option must clear the contents of the XL Data

Analyst file being modified for their own datasets. To clear the contents block B1:B4-to-

the-end of the Define Variables current dataset variables definitions and use “Clear

Contents” or Delete.

To link the Data worksheet to the Define Variables worksheet, either use Utilities-Clean

Up or do the following.

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1. Block and copy the labels in Row 1 of the user’s new data set now established

in the Data worksheet. The example below is for a user’s dataset called “Jack-In-

The-Box-Survey.”

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2. Move to the Define Variables worksheet, and place the cursor in cell B1. Do a

Paste Special – Paste Link operation to link these variable names between the two

worksheets.

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3. Under each variable name in the Define variables, enter in the Variable

Description, Value Codes, and Value Labels according to the following

instructions.

Variable Descriptions. In Row 2, type or paste in long descriptions of the variables.

These descriptions will appear in XL Data Analyst tables. There is no limit to the length

and any letter, number, punctuation mark or symbol is acceptable. Complete variable

descriptions will show completely in the Define Variables worksheet as cells have been

formatted with Format Cells – Alignment – Wrap Text to make the complete descriptions

appear.

Value Codes. Where the variables are coded with numbers that pertain to groups or

categories (e.g. 1=male, 2=female; 1=married, 2=single, 3=single survivor, etc.) enter in

the code numbers, each separated by a comma. Note: It is vital that users not use spaces

in the value codes as the XL Data Analyst takes these into account. For example, if the

user specifies 1, 2, then the XL Data Analyst will interpret the codes as “1” and “ 2”

meaning that a “2” in the Data worksheet for that associated variable will be treated as

different from a “ 2”code. Also, Clean-Up will not detect spaces in the value codes.

Value Labels. In the cells directly under the cells where value codes have been entered,

enter the corresponding value labels, each separated by a comma. Value labels will

appear in XL Data Analyst tables in place of the value codes.

Where variables are metric, that is, natural numbers such as age, number of times, dollar

spent, etc, value codes and value labels are not entered.

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As has been recommended, the user is reminded to use the Clean-Up utility to check this

work. Also, the user is reminded that the new file must be saved with a “Save as…”

Excel operation in order to be established as a separate XL Data Analyst file with a

unique file name.

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Troubleshooting

Warnings built into the XL Data Analyst

Excel will issue errors if it is required to perform operations such as division by zero.

The XL Data Analyst has been programmed to inspect data involved with its analyses and

to warn users with pop-up messages such as the following.

In addition, the XL Data Analyst will indicate “Error” on its output tables so users may

determine the offending variable(s). See the following example.

Be certain to download the most recent version of these file from the XL Data Analyst

Basic website. These files that pertain to the three case study datasets used in Basic

Marketing Research, 3rd

edition, that users download should not have errors. It is

possible for users to encounter errors if they inadvertently change the Data worksheet or

the Define Variables worksheet. If an error that causes a Visual Basic error message (see

below) occurs, users are advised to re-download the file.

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Visual Basic Errors

Users who apply the XL Data Analyst to their own data or who intentionally change the

downloaded original XL Data Analyst files may encounter Visual Basic errors.

Specifically, errors that are internal to the XL Data Analyst (i.e. Visual Basic errors) will

be encountered if a user does not adhere to the requirements for XL Data Analyst. Below

are Visual Basic error messages, and likely causes/solutions.

Cause: On the Define Variables worksheet, the number of value labels is different from

its corresponding number of value codes for one or more variables.

Solution: Run Clean-up to check that the number of value codes is equal to the number

of value labels for each variable.

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Cause: The variable labels on the Data worksheet are not properly linked to the Define

Variables.

Solution: Run Clean-up. Alternatively, re-link these by copying Row 1 (variables names)

on the Data worksheet; place the cursor in cell B1 on the Define Variables worksheet,

and Paste Special – Paste Link.

Other Errors

While extensively tested, the XL Data Analyst may issue an error that a user cannot solve.

In such cases, users are requested to email to support@xldataanalyst.com the nature of

the error so support can address the error. Please refer to the Support area on the XL

Data Analyst website (www.xldataanalyst.com) for how to report these errors.