NAME: ________________________

# ← marketing research ch 14Test

### Question Limit

of 24 available terms

## marketing research ch 14

### 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
2. a data matrix that displays the frequency of some combination of possible responses to multiple variables; cross tabulation results
3. process of assigning a numerical score or other character symbols to previously edited data
4. a table showing the different ways respondents answered a question
5. statistical analysis involving THREE or more variables or sets of variables

### 5 True/False Questions

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

2. marginalsrow and column totals in a contingency table, which are shown in its margins

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

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

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