Data Answering Who What When Where Why and How can provide a context for data values o If you cant answer who and what then you don t have data o Add the context of Who and What and organize the values into a data table Relational Database Categorical Variable Quantitative Variable two or more separate data tables linked the characteristics about each individual case in a database rows are called records ex Purchase people on whom we experiment animals plants websites and other an individual about whom or which we have data individuals who answer a survey The rows of a data table correspond to individual cases about whom or about which if they re not people we record some characteristics Case Respondents Subjects or Participants Experimental Units inanimate subjects that are tested on Records records Variables What has been measured together so that information can be merged across them variable names that categorize and answer questions about how cases fall into those categories when a variable measured numerical values with units and the variable tells us about the quantity of what is measured Units There are exactly as many categories as individuals and only one individual in each category This is called the Identifier variable categories Ordinal Values order regular intervals over time popular in business starting point and the ratios of data values have meaning at the same time point what happens made in a way that does not change the response or the variable being measured Similar to interval except there is a true zero or when you have the same variable measured at when you actively manipulate variables to see tell us how each value has been measured the numeric location of an item within an Categorical variables used only to name where several variables are measures Observations and measurements are Observational Studies Cross Sectional Data Nominal Variables Time Series Experiment Ratio Level Data Mining the analysis of large transactional data sets for purposes other than those for which the data were originally collected
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