How did you verify that the data was reliable before proceeding?

By Data Quality Assessment.

We Conduct a thorough assessment of the data quality to identify any potential issues. This includes
checking for completeness, accuracy, consistency, and validity of the data. Data quality checks can
involve examining missing values, outliers, inconsistencies, and data distributions.

By Verification Data Source.

By Validate the sources of the data to ensure they are reputable and reliable. This involve verifying
the credibility of the data provider and conducting external research to confirm the accuracy and
authenticity of the data sources.
By Cross-Referencing

We Compare the data with other reliable sources or existing databases to check for consistency and
correctness. Cross-referencing the data with external sources help us to identify any discrepancies or
anomalies that need further investigation.

By Data Sampling and Testing

We Perform data sampling techniques to check the representativeness of the data. This involves
randomly selecting subsets of the data and analyzing them to assess if the patterns and relationships
observed in the sample align with expectations. Additionally, performing statistical tests and
validation techniques can help confirm the reliability of the data.

By Expert Validation

We Seek input from domain experts or stakeholders who have knowledge and expertise in the data
domain. They can provide insights and confirm the accuracy of the data based on their expertise and
experience.

By implementing these steps, we gain confidence in the reliability of the data and make informed
decisions about using it our analysis. It is important to ensure data integrity and reliability to avoid
drawing incorrect conclusions or making flawed decisions based on unreliable data.

What problems did you find and how did you address them?

During the process of verifying the data's reliability, several problems and issues that we identified.
Here are some common problems that arise and the corresponding steps to address them:

Missing Data

Missing data a common problem in datasets. To address this issue, several techniques we used
depending on the extent and nature of the missingness. This include imputing missing values using
methods mean imputation, regression imputation, using advanced imputation techniques like
multiple imputation and predictive modeling.
Outliers

Outliers are extreme values that deviate significantly from the majority of the data. They impact the
analysis and interpretation of results. To address outliers, various approaches applied, identifying the
cause of outliers (e.g., data entry errors), validating their accuracy, and deciding whether to remove
them, transform them, and handle them separately in the analysis.

Inconsistencies and Data Discrepancies

Inconsistencies and discrepancies in the data occur when there are conflicting values or errors in
data entry or data integration. These issues addressed by carefully examining the data, cross-
referencing with other reliable sources, and resolving any inconsistencies through data cleaning and
reconciliation processes.

Data Integrity and Accuracy

It is essential to verify the integrity and accuracy of the data to ensure that it aligns with expectations
and is reliable for analysis. This can involve conducting data audits, performing validation checks, and
comparing the data against known benchmarks or external sources. Addressing data integrity issues
may require data cleansing, data transformation, or obtaining additional data to fill gaps or correct
errors.

Data Skewness or Distribution Issues

Data that is highly skewed and does not follow a normal distribution can impact the validity of certain
statistical analyses. In such cases, data transformations and non-parametric approaches may be
employed to address the distributional issues and ensure appropriate analysis.

What relationships did you find in the data?

Correlation Analysis

Correlation analysis measures the strength and direction of the linear relationship between two
continuous variables. to determine if there is a relationship between variables and the degree to
which they are associated. Positive correlation indicates that as one variable increases, the other
variable also tends to increase, while negative correlation indicates an inverse relationship.
Regression Analysis

Regression analysis is used to analyze the relationship between a dependent variable and one or
more independent variables. It helps determine the nature and strength of the relationship and
allows for prediction or estimation based on the observed data. Simple linear regression examines the
relationship between two variables, while multiple regression can analyze the relationships between
multiple independent variables and a dependent variable.
null : null

Chi-Square Test

The chi-square test is used to analyze the relationship between two categorical variables. It
determines whether there is a significant association or dependence between the variables. It is
commonly used in cross-tabulation analysis to examine the relationship between two categorical
variables.
Data Visualization
Visualizing data through graphs and charts provide insights into relationships. Scatter plots can reveal
the relationship between two continuous variables, while pi charts or stacked bar charts display the
relationship between categorical variables.
 Are there any missing data?

Yes 2% is missing data

How are you going to summarize data samples?

Descriptive statistics provide a summary of the main characteristics of a dataset. They include
measures such as mean, median, mode, standard deviation, variance, minimum, maximum, and
quartiles. These statistics help us understand the central tendency, dispersion, and distribution of our
data.

Frequency tables summarize categorical data by displaying the frequency and count of each category.
They provide an overview of the distribution of categorical variables and help identify the most
common and rare categories.
Cross-tabulation, also known as a contingency table, is used to summarize the relationship between
two or more categorical variables. It presents the frequencies and proportions of each combination of
categories, allowing us to identify patterns and associations between variables.

Summary tables provide a comprehensive overview of the data by presenting key statistics for
different variables groups. They can include measures like means, medians, standard deviations, and
counts for each variable, allowing us to compare and analyze different aspects of the data.

Visualizations such as bar charts, histograms, box plots, and scatter plots are effective in summarizing
data samples. They provide a visual representation of the data distribution, trends, and relationships,
making it easier to understand and interpret the findings.

Statistical tests used to summarize and compare data samples. For example, t-tests or ANOVA assess
the differences between groups, chi-square tests can evaluate the relationship between categorical
variables, and correlation analysis can measure the strength of relationships between continuous
variables.

Analyze trends
 What have you done to prevent the Simpson’s paradox?

To prevent Simpson's paradox, which is a phenomenon where a trend or relationship observed in

different groups of data reverses and disappears when the groups are combined, we take several
steps during the data analysis process. Here are some approaches to mitigate the risk of Simpson's
paradox.

 Analyze and present data at the appropriate level of granularity Simpson's paradox often arises
when data from different subgroups are combined without considering the underlying factors
that may be influencing the relationship. By analyzing and presenting data at a more granular
level, you can capture the nuances and potential confounding variables within each subgroup.

 Consider and control for confounding variables Confounding variables are factors that can affect
the relationship between the variables of interest. It's essential to identify and account for these
variables to ensure a more accurate analysis. This can be done through statistical techniques
such as stratification or regression analysis, where the effect of confounding variables is
controlled for.

 Validate findings across subgroups When analyzing data across different groups or categories, it
is important to validate the findings within each subgroup separately. By examining the trends
and relationships within each subgroup, you can assess whether the observed patterns hold true
consistently or if there are any discrepancies.

 Conduct sensitivity analyses Sensitivity analyses involve testing the robustness of the results by
making adjustments or exploring alternative scenarios. This helps to evaluate the stability and
reliability of the findings and assess whether any changes in the data or assumptions could alter
the observed relationships.

Descriptive analytics

Which location
category best
What is the age represents the What is the How freque
range of the What is the gender customer's customer's does the cus
customer? of the customer? location? occupation? make purcha
N Valid 99 99 99 99
Missing 2 2 2 2

What is the age range of the customer?

Cumulative
Frequency Percent Valid Percent Percent
Valid 18-30 32 31.7 32.3 32.3
31-45 52 51.5 52.5 84.8
46 and above 15 14.9 15.2 100.0
Total 99 98.0 100.0
Missing System 2 2.0
Total 101 100.0
Data Segmentation

Segmenting the data can be helpful in understanding the behavior of different subgroups within the
dataset. It allows for a more detailed analysis and provides insights specific to each segment. If
needed, I would segment the data based on relevant variables such as customer demographics,
purchase behavior, or any other factors that are important to the business problem at hand.

Regarding redoing the sample, if there were specific issues or anomalies identified in the initial
sample, it might be necessary to revisit the sampling process and select a new sample that addresses
those concerns. This ensures that the data used for analysis is representative and reliable.

 dentify and investigate outliers Outliers are extreme values that significantly differ from other
data points. They can distort the analysis and affect the results. By identifying outliers and
examining their nature and potential causes, you can determine whether they are valid data
points or errors. Depending on the situation, outliers can be handled by either excluding them
from the analysis or transforming them to reduce their impact.

 Validate data quality Check for data inconsistencies, missing values, or incomplete records.
Validate the data against predefined rules or logical constraints to ensure accuracy and
completeness. If anomalies are found, appropriate actions such as data cleaning, imputation, or
data exclusion can be taken to address them.

 Perform data quality checks Conduct various data quality checks, such as cross-referencing data
with external sources, running consistency checks, and comparing data distributions or patterns.
This helps to identify any discrepancies or anomalies that may require further investigation or
correction.

 Implement data validation rules Establish and apply validation rules during data collection or
data entry processes to minimize errors. These rules can include range checks, format checks,
and logical checks to ensure the data is accurate and consistent.