marketing research ch 14

5 Written Questions

1. the process of drawing inferences from the analysis results
2. the elementary transformation of raw data in a way that describes the basic characteristics such as central tendency, distribution, and variability
3. an analysis of the basic cross-tabulation for each level of a variable not previously considered, such as subgroups of the sample
4. the orderly arrangement of data in a table or other summary format showing the number of responses to each response category, tallying
5. the number of respondents or observations (in a row or column) used as a basis for computing percentages

5 Matching Questions

1. significance level
2. univariate statistical analysis
3. codes
4. type II error
5. effects coding

1. a tests of hypothesis involving only ONE variable
2. b error caused by FAILING to reject the null hypothesis when the alternative hypothesis is true; has probability of beta. Occurs when a researcher concludes that no relationship or difference exists when in fact one does exist
3. c a critical probability associated with a statistical hypothesis test that indicates how likely an inference supporting a difference between an observed value and some statistical expectation is true. Acceptable level of Type 1 error
4. d rules for interpreting, classifying, and recording data in the coding process; also the actual numerical or other character symbols assigned to raw data
5. e an alternative to dummy coding using the values of -1 and 1 to represent two categories of responses

5 Multiple Choice Questions

1. error caused by REJECTING the null hypothesis when it is TRUE; has the probability of alpha. Occurs when the researcher concludes that a relationship or difference exits in the population when in reality it does not exist
   1. codes
   2. type II error
   3. tabulation
   4. type I error
2. a data matrix that displays the frequency of some combination of possible responses to multiple variables; cross tabulation results
   1. statistical base
   2. contingency table
   3. coding
   4. frequency table
3. process of assigning a numerical score or other character symbols to previously edited data
   1. dummy coding
   2. codes
   3. coding
   4. marginals
4. a table showing the different ways respondents answered a question
   1. marginals
   2. frequency table
   3. median split
   4. contingency table
5. statistical analysis involving THREE or more variables or sets of variables
   1. multivariate statistical analysis
   2. statistical base
   3. univariate statistical analysis
   4. bivariate statistical analysis

5 True/False Questions

1. p-value → process of assigning a numerical score or other character symbols to previously edited data

   True        False

2. marginals → row and column totals in a contingency table, which are shown in its margins

   True        False

3. moderator variable → dividing a data set into tow categories by placing respondents below the median in one category and respondents above the median in another

   True        False

4. index numbers → rules for interpreting, classifying, and recording data in the coding process; also the actual numerical or other character symbols assigned to raw data

   True        False

5. cross-tabulation → the orderly arrangement of data in a table or other summary format showing the number of responses to each response category, tallying

   True        False