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Marketing Research by Naval Bajpai

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Chapter 10

Descriptive Statistics: Measures of Central Tendency

Learning Objectives

Upon completion of this chapter, you will be able to:

  • Understand the concept of arithmetic mean, geometric mean, harmonic mean, median, mode, quartiles, percentiles, and deciles
  • Compute arithmetic mean, geometric mean, harmonic mean, median, mode, quartiles, percentiles, and deciles
  • Use MS Excel, Minitab, and SPSS for computing mathematical averages, positional averages, and partitional values
Statistics in Action: Ruchi Soya ltd

The Indian oilseed industry is ranked fifth in the world, and its edible oil consumption represents 9% of the world consumption. The quantum of edible oil marketed in both packed and branded form, however, has been low considering ...

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